[E-Daily Reporter SIN SOO-JUNG ] CJ CheilJedang Corp.’s protein lifestyle brand, Danbak Hani, has surpassed 1.3 million units in cumulative sales just one year after its launch.

CJ CheilJedang Corp(097950)The company announced on the 9th that “Danbaek Hani,” launched last June, has surpassed 1.3 million units in cumulative sales, driven by the growing wellness trend. “Danbaek Hani” is a brand jointly developed by CJ CheilJedang Corp. and CJ Olive Young.

Starting with protein bars, Danbaek Hani has expanded its product lineup by successively launching three types of protein shakes and two additional protein bar varieties. The products are designed to meet the demand of consumers in their 20s and 30s who seek a convenient way to consume protein.

CJ CheilJedang Corp. recently selected K-pop artist Alpha Drive One as its brand ambassador and is expanding its marketing efforts. For the entire month of July, the company is also operating a pop-up store called “Seoul Snack Club” at the CJ Olive Young Central Myeongdong Town branch. The pop-up serves as a space to introduce CJ CheilJedang Corp. products, including Danbaek Hani, and was set up specifically to capitalize on the high volume of foreign visitors in the Myeongdong commercial district.

The pop-up is already showing results. According to CJ CheilJedang Corp, sales of “Protein Hani” during the first week of the pop-up’s opening increased approximately fourfold compared to the same period the previous month, and on-site sales at the pop-up rose about tenfold compared to before the event.

Danbaek Hani is characterized by its use of farro, an ancient grain. The protein bar employs a puffing process to expand the farro, creating a crispy texture. The protein shake combines whole-grain farro with animal and plant-based proteins and contains 22g of protein per pack. Each pack contains 2g of sugar.

CJ CheilJedang Corp. is expanding its product portfolio, including the recent launch of the “Protein Hani Protein Bar: Pistachio Double Chocolate” earlier this month.

A CJ CheilJedang Corp spokesperson said, “Danbaekhani allows consumers to conveniently and deliciously meet their protein needs, so it has been consistently well-received by consumers in their 20s and 30s who are highly interested in wellness,” adding, “We will continue to introduce a variety of products that reflect consumer preferences and trends.”