CJ CheilJedang sells ambient fried rice in N.America

South Korea's CJ CheilJedang Corp. said on Thursday it will export and sell its ambient rice product, Bibigo Korean BBQ Fried Rice, to the North American market.

CJ CheilJedang has sold frozen fried rice in North America. This is the first time the company has launched an ambient fried rice product.

The Bibigo Korean BBQ Fried Rice uses CJ CheilJedang's natural seasoning ingredient TasteNrich to maximize the flavor of the fried rice.

It is made with brown rice as the main ingredient to preserve the firm and fluffy texture of the rice. The company explained that the ambient product is easy to store, with a shelf life of 15 months, which is longer than that of frozen products.

Similar to the domestic Hetbahn (instant rice) packaging, it can be eaten directly from the container without needing to be transferred to another bowl, and it only takes 90 seconds to heat in the microwave.

This new product is now available in major grocery channels, including Walmart and Publix, and will be available in additional major distribution channels.

CJ CheilJedang’s ambient instant rice, particularly white rice, continues to grow steadily in North America.

Last year, sales of Hetbahn white rice reached 160 billion won ($115 million), a 20.6% increase compared to the previous year. By Sept. of this year, cumulative sales had increased by 12% compared to the same period last year.

Currently, Hetbahn white rice is available in Costco stores in the US, Australia, and Mexico, and the company plans to expand its distribution channels.

Write to Sul-Li Jun at sljun@hankyung.com