A series of ingredients including garlic for the appetizers in the Anju Ya Brand series that Daesang put on the Home Meal Replacement Market(HMR) called, the “Nonghyun-dong Drinking Cart,” this time.(Photo: Daesang)

Chungjungone of Daesang Co. introduced a new appetizer in the Anju Ya Brand series. The Nonhyun-dong Drinking Cart style “All Wine Appetizer,” or “Modun Sool Anju” in Korean, is a follow-up to its enormously successful appetizer brand in the Home Meal Replacement (HMR) Market, which was first put on the market in 2016.

Since then, a number of Anju Ya Brand appetizers followed in the Nonhyun-dong Drinking Cart, and Hapjong-dong Izakaya styles emerged as the main concept for the Korean-style appetizers. Those Anju Ya Brand appetizers have grown to consume almost half of the HMR market on the back of its new appetizers, which now have ones made with cow intestines in hot soup and chicken legs in soup that were put on the market in July, last year. Those followed the introduction of an appetizer with fried meat pieces, as the company tries to continue to retain its lead in the HMR market by introducing new style appetizers.

The appetizer just put its Modum Sool Soup on the market. It is known for its thick and deep taste with a variety of meats thrown in, including domestic indigenous hog intestines, hog head meat and heart meat with a spicy taste. They come with soup base that is boiled with bones and soups mixed with bean pastes so the thick soups has truly nice taste and goes down well.

When paired with a bowl of steamy rice, they make a nice meal.
It is easy to cook the Modum Sool Soup. All that has to be done is leaving the pot with the meat and soup on an electric range for about 5 minutes and 30 seconds. The soup appetizer is available at conveniences stores for a price of 6,980 won per pack.

Suh Myulng-hyun, chief of the Convenience 1 Team for Daesang Co., said the Modum Sool Soup has been put on the market following the successes of its predecessors, the Kopchang (Intestine) Soup, and Chicken Legs with Soup. Anju Ya Brand will continue to have its appetizer series that can satisfy the consumers needs coming into the HMR market.

Daesang Co. has emerged as a new leader the Home Meal Replacement (HMR) market since its Anju Ya brand became a hit. The company capitalized on changing lifestyles with in-office hours cut and the number of people enjoying a drink or two after the work on the rise. The company therefore introduced the Anju Ya brand in the market.

The company aims to boost its sales by 30 percent this year over last year. The company said its HMR product sales in 2015 amounted to 85.8 billion won, and 103.6 billion won the next year, breaking the 100 billion won threshold level and 129.9 billion won last year, growing over 20 percent annually in the last three years.

In the first half of 2018, sales came to 66.7 billion won, indicating that the trend of rising sales will continue to rise. HMR sales made up 5.89 percent of total company sales last year, up from 4.5 percent in 2015, rising to 6.04 percent in the first half of this year.

The company’s sales break down to foods and materials. The sales of HMR took a bigger share in the food sector, making up 7.56 percent in 2015, but jumped to 8.74 percent in 2016 and 8.6 percent in 2017. But in the first half of this year, it moved closer to 10 percent, coming in at 9.19 percent, showing that the share can rise by two digits this year if trends continue.

The HMR brands include the Anju Ya, the Homeward, and the Jongkabansang (Head House Dining Table), among others, with Anju Ya leading in sales among them.
The company intends to be ready for any change in the market with products that are complementary to such changes, such as Homeward and Jongkabansang.

Daesang officials said they tried to seek out a new category as a latecomer to the HMR market to develop a new product, which is the Anju Ya, the strongest competitor in the market. Homeward and Jongkabansang should be taken as products of the same hard work, the company said.