CJ CheilJedang introduces K-Food in EzyMart across Australia

South Korean food company CJ CheilJedang Corp. on Thursday announced its foray into Australia's convenience store sector by introducing its popular K-food products under brands like Bibigo and Haetban at EzyMart, a leading convenience store chain in the country.

This strategic move encompasses the rollout of 14 different items, including Bibigo's signature tteokbokki (spicy rice cakes), an assortment of kim snacks, Haetban (instant cooked rice), and Haetban Cupban (instant rice bowl). The initial phase of the distribution will commence this month at all EzyMart stores across Australia, starting with the company-owned outlets.

By expanding its distribution channels into convenience stores, CJ CheilJedang aims to broaden the reach of its K-food products and introduce them to a wider base of Australian consumers. EzyMart, with its extensive network of over 450 stores across Australia, including over 200 stores in Sydney, the country's most populous city, serves as an ideal platform for this endeavor.

CJ CheilJedang has been actively expanding its presence in Australia and Oceania. In May, the company secured a place for its Bibigo mandu (dumplings) in over 1,000 Woolworths stores, Australia's largest supermarket chain. Currently, Woolworths stocks six varieties of Bibigo mandu, including vegetables, kimchi, shrimp, pork, chicken, and Korean barbecue.

"Bibigo K-food is widening its reach in Australia by penetrating mainstream retail channels," remarked Cha Yoo-jin, CEO of CJ CheilJedang's Oceania subsidiary. "We will continue to increase our local consumer touchpoints through various channels."

Recently, the company has also made strides in the UK market by introducing Bibigo kim snacks to ASDA, a major British retailer. Moreover, a selection of its products, including kim snacks, Bibigo frozen rice, K-sauces, and kimchi, has been launched at Ocado, a prominent British online grocery retailer.

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