A view of six kinds of room temperature home meal replacement products, released under the sub branding “Anju Ya” (Drink Side Dish). (Photos: Daesamg)

Daesang’s brand Chungjungone has entered the room temperature home meal replacement market. The food maker has earned a reputation with advanced expertise in the frozen drink side dish HMR market under the sub branding “Anju Ya” (Drink Side Dish).

Chungjungone is now looking to spearhead changes and innovation in the room temperature HMR market.

Chungjungone is trying to tap the room temperature HMR market with the latest products being released under the concept “Anju Ya.”

The outlook of the Korean room temperature HMR market is rosy, as an increasing number of consumers are turning to home meal replacements that can be stored at room temperatures for a long period of time.

In keeping with the trend, Daesang Chungjungone is ramping up efforts to make a pitch for Anju Ya products, which can be kept at room temperature and be cooked with ease, beyond the conventional frozen HMR market, through diverse marketing channels like large-scale discount markets, convenience stores and other retailing channels.

Room Temperature Anju Ya products are characterized by the seasoning technology and raw material processing expertise that the food maker has accumulated so far.

Consumers’ common evaluation of room temperature HMR products is that they fall behind frozen and refrigerated counterparts in terms of quality.

Anju Ya has put all the stops to realize the optimal taste of room temperature HMR products to overcome the stereotype.

Chungjungone succeeded in creating a differentiation of taste for Anju Ya through its own expertise of processing select raw materials and its seasoning tactics. In particular, room temperature HMR products are excellent in storage and convenience, as they can be kept at room temperatures for up to nine months.

The room temperature HMR product line-up consists of six kinds of products, including “Tongmanul (Garlic) Modumgopchang” (Tripe), “Maekomjaeyukodolbbyeo,” “Soyangdaegygopchang,” “Tongmanul Jaeyuk Odolbbyeo,’ and “Tongmaneul Maecomggyeodaegi.”

Tongmanul Modumgopchang, with chewy texture and a savory taste, is made with select quality pork tripe and pork stomach. Tongmaneul Maecomggyeodaegi is made with collagen-rich chewy pork skin, flavored with garlic and specialty seasons.

Room temperature HMR products can be cooked by microwave for one minute, and they can be eaten through a double boiling by campers.

Daesang’s Chungjungone will put Tongmanul Modumgopchang, Maekomjaeyukodolbbyeo and Maecomggyeodaegi on the self of convenience stores and retail outlets, and Soyangdaegygopchang, Tongmanul Jaeyuk Odolbbyeo and Tongmaneul Maecomggyeodaegi will be released later via discount stores and large supermarkets.

Anju Ya is the nation’s first drink side dish HMR brand, launched by Chungjungone in 2016. The brand has earned a reputation in the frozen drink side dish HMR market based on its own seasoning technology and fast-changing dietary trends of drinking alone and at home.

The frozen drink side dish HMR business has witnessed an explosive growth on the back of the boom of Anju Ya, which had sold 15 million products in two years since its debut. Figures released by Nielson Data, showed that the value of the frozen drink side dish HMR market surged from 19.6 billion won in 2016 to 96 billion won in 2018 and 84 billion won in 2019.

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