Dongwon F&B’s Premium Grilled Ham Brand ‘Grilly’ is on a Roll

An image of the roasted frank sausage.

Dongwon F&B’s premium grilled ham brand “Grilly” has emerged as a trendsetter in the frozen ham market, with differentiated tastes and a diverse product line-up.

The Korean frozen ham market has maintained growth amid continuous changes corresponding to social trends.

Starting with the “pink sausages,” made with cheap fish meat, ground pork and starch during the 1960s and 70s, the market has continued to come up with frozen ham products sans additives by undergoing changes in terms of tastes and shapes after frozen ham products, such as “square hams” and “vienna” hit the market.

The new rising star, next-generation frozen ham products, are direct heating grill ham items.

In 2016, Dongwon F&B became the industry’s first company to release frozen ham products, directly broiled with oven and grill equipment to offer differentiated, grilled meat tastes and create a new, direct heating grilling ham category of the frozen ham portfolio.

The marketing survey firm Nielsen Korea said the Korean frozen ham market, whose value stands at about 800 billion won, is saturated with directly grilled products taking the lead.

Last year, Dongwon F&B launched the brand “Grilly,” an integrated premium grilled ham brand.

The new brand has released diverse products so people can enjoy their daily life, such as not only square ham frankfurter, but also chicken breast, bacon and meat ball.

An image of major products released under Dongwon F&B’s premium roasted ham brand “Grilly.” (Photos: Dongwon F&B)

Dongwon F&B led growth of the premium grilled ham segment by posting about 40 billion won in sales last year.

The company aims to raise the annual sales of the brand Grilly to 100 billion won by 2025 by continuously expanding its product portfolio and conducting aggressive online and off-line marketing activities.

“Grilly Direct Heating Grilling Pork Belly” is a kind of fresh meat replacement.

The product is made with pork belly, aged for mor than six hours in a low temperature and being broiled each in a 250-degree oven and a 500-degree oven, raising its taste and juiciness.

The product may be heated up for eating with ease: in a microwave oven for only 40 minutes, a departure from frying and bad smelling at home.

A Dongwon F&B official said, “Grilly Direct Heating Grilling Pork Belly is a product grilled with pork belly of one to two persons’ portion, and it is planned for eating pork belly grilled at home with ease.”

Grilly Direct Heating Grilling Pork Belly, a thick, original frank sausage, has three versions of different tastes: original, cheese and green chilli pepper.

“Grilly Golden Chicken Breast” is soft and tasty by aging chicken breast for 212 hours in a low temperature and directly grilling it each in a 250-degree and a 500-degree temperature oven.

Each pack contains 22 grams of protein, an equivalent to that of a combined four eggs.

“Grilly Golden Chicken Frank” is a chicken breast shaped after a sausage. It weighs 70 grams and contains 12 grams of protein, suitable after workout or for supplementing o at any place.

“Grilly Golden Bacon” is a bacon product made by aging port front leg meat for more than 12 hours and broiling each in an oven and direct heat grill. It has two versions: original and truffle. The product may be available as a side dish or as a raw material of foods.