Shinsegae Food will be jumping into the food market with a new brand set to roll out in September, according to the company.
This is the first time in the company’s 21-year history that it is creating its own brand, although it had previously launched the brand Peacock for its supermarket affiliate E-mart, and manufactured other generic products.
The new brand is expected to focus on the home meal replacement market, which has picked up momentum this year.
While Peacock faced difficulties widening its distribution because it is a supermarket brand, Shinsegae’s upcoming brand will be able to distribute its products more aggressive through a variety of channels beyond supermarkets.
The new brand’s products will be a premium version of the products offered by Peacock, according to reports.
By Won Ho-jung (hjwon@heraldcorp.com)