Nongshim Kellogg enters S.Korean instant rice market

Nongshim Kellogg Co. announced on Monday its foray into the domestic instant rice market with the launch of "Whole Oat Rice," a product made exclusively from 100% oats groats.

This marks the first time a cereal brand has ventured into South Korea's instant rice sector.

Capitalizing on its long-standing expertise in nutritional planning and cereal technology, Nongshim Kellogg has developed an instant rice variant that uses 100% oats groats.

According to the company, whole oat rice offers a nutritional profile superior to traditional white rice. Per 100 grams of the product, it provides dietary fiber equivalent to 5.5 bananas and protein comparable to two boiled eggs.

In addition, the product contains 3,000 mg of beta-glucan per 100g, a compound known for various health benefits. The rice is also enriched with minerals such as calcium, iron, magnesium, phosphorus, and potassium.

Addressing potential texture concerns associated with oats, Nongshim Kellogg employed Kellogg's proprietary moisture optimization techniques.

It blended two types of oats and designed a manufacturing process that minimizes moisture loss.

Whole Oat Rice can be incorporated into an array of culinary applications, from being served with simple side dishes to becoming a key ingredient in recipes such as soy sauce egg rice, avocado roe rice bowls, and rice balls.

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