CJ CheilJedang to launch Excycle Basak Chip in global market

South Korean food company CJ CheilJedang Corp. announced on Thursday that it introduced its Excycle Basak Chip, a snack born from their in-house venture initiative and built on the principle of food upcycling in the overseas market.

Excycle Basak Chip was released in the domestic market in April 2022. According to the company, this snack was developed for customers who are health-conscious and looking for eco-friendly snacks.

Containing up to 30% of food by-products like broken rice and soybean residue, it aligns with CJ CheilJedang's commitment to environmental, social, and governance (ESG) values.

Each packet boasts 7g of protein and 5g of dietary fiber and is housed in sustainable packaging crafted from recycled PET bottles.

CJ CheilJedang launched three varieties of Basak Chips – Original, Hot Spicy, and Truffle – in the US, Malaysia, and Hong Kong.

The company is keen on continuing to introduce innovative products that are eco-friendly, rich in protein, and high in dietary fiber, thereby accelerating its penetration into overseas markets.

In the US, this snack specifically targets ethnic food markets, resonating with North America's growing appetite for healthy and value-conscious snacking options.

Meanwhile, in Malaysia and Hong Kong, the product entered mainstream channels like AEON malls, benefiting from K-food's positive reputation.

The global shift towards sustainability and health awareness has been fueling a surge in demand for "Better For You" products.

This trend is increasingly favoring products that use plant-based ingredients, reduce additives, and are fortified with functional benefits like enhanced protein and dietary fiber content.

Write to Ji-Yoon Yang at yang@hankyung.com