[Edaily Reporter Kim Mi-kyung] Namyang Dairy has begun expanding its Emong brand by introducing “Sweet Red Bean Emong,” a new product in the lineup of its flagship milk drink brand, Choco Emong. #Namyang Dairy announced on the 17th that it had pre-launched “Sweet Red Bean Emong,” a new product that captures the rich flavor of sweet red beans using domestically grown red beans, on Kakao Makers. This is the latest addition to the Emong brand, following the launch of “Matcha Emong” last August.

Sweet Red Bean Emong was developed based on the idea of patbingsu, a classic summer dessert. It captures the nutty yet sweet flavor of red beans by using Grade 1 domestic raw milk and a red bean concentrate made from domestically grown red beans. It features a subtle red bean aroma, a mild sweetness, and a clean aftertaste, and the company has strengthened hygiene and quality control through the HACCP system. The product is released in a 190 mL aseptic Tetra Pak package, making it convenient to carry and store. It can be poured into an ice cup and enjoyed like a sweet red bean latte, or frozen and eaten like ice cream.

Namyang Dairy is first introducing “Sweet Red Bean Emong” through a group-buying campaign on Kakao Makers to gauge initial market response to the new product. The company plans to analyze consumer feedback based on real-time purchase data and then expand sales to major online and offline channels.

This pre-launch is also linked to corporate social responsibility initiatives. Until the 30th, a 24-pack of Red Bean Emong will be sold at a discount on Kakao Makers, and a portion of the proceeds will be donated to the Korea Epilepsy Association’s campaign to raise awareness of epilepsy. Consumer participation events will also be held. Namyang Dairy will run a “Share Your Expectations” event on its official Instagram account until the 1st of next month, and will also introduce various recipes and launch a product tester program.

Launched in 2011, Choco Emong is Namyang Dairy’s flagship flavored milk brand, which has grown by emphasizing its rich chocolate flavor. Namyang Dairy has been expanding the Emong brand lineup by adding Red Bean Emong to its existing range, which includes Matcha Emong, Sugar-Free Choco Emong Mini, and the “Plenty of Milk” series. As a result, sales of the entire flavored milk product line in the first quarter of this year grew by 7% compared to the same period last year.

Kim Yoon-hwan, Category Manager at Namyang Dairy Products, said, “Sweet Red Bean Emong is our second attempt to expand the Emong brand into the dessert category, following Matcha Emong,” adding, “Building on the brand competitiveness established by Choco Emong, we will continue to expand the Emong lineup to strengthen our position in the flavored milk market.”