[Edaily Reporter KYUNG GYEYOUNG ] GS Holdings, a convenience store chain operated by GS Retail(007070), announced on the 13th that it has completely revamped its sandwich lineup.

GS Holdings changed the white bread, which determines the taste and texture of the sandwiches. The company newly developed a premium white bread specifically for sandwiches using postbiotics, achieving a soft, moist, yet chewy texture. It introduced a process of slicing whole loaves to reduce moisture loss and maintain a moist texture.

The fillings between the slices are packed all the way to the edges of the bread, ensuring a rich flavor that lasts until the very last bite. Ingredients that minimize moisture release were used to preserve the natural taste and texture of the toppings.

In particular, GS Holdings has enhanced the image of freshness by preserving the natural colors of the ingredients. The center of the cross-section is raised to look plump, and the structure is designed to keep the toppings from sliding off.

GS Holdings will sequentially launch a total of 16 products—including upgraded versions of existing items and new products with fresh concepts—through the 22nd.

Sales of the first three varieties to be unveiled—“Idol Popular Sandwich,” “Idol Unit Sandwich,” and “Ham Chigi Sandwich”—have increased by about 20% compared to before the relaunch, and they have all ranked among the top three best-selling sandwiches. On the 15th, the company plans to launch the “Japanese-Style Katsu Packed to the Brim” and a “Variety Sandwich” without cucumber. In particular, it will be the first in the retail industry to launch the “8-Layer Sandwich,” which features popular toppings like ham, cheese, and strawberry jam layered between 9mm-thick slices of bread—designed to be eaten in one bite.

Jeong Si-hyun, GS25’s sandwich merchandise planner (MD), said, “This revamp focused on the bread and toppings—which customers consider the most important aspects of a sandwich—to enhance the quality from the ground up,” adding, “We will continue to actively reflect customer feedback and trends to consistently introduce GS25’s unique and differentiated ready-to-eat meals.”

This revamp is part of GS Holdings’ “Full Change Renewal” project—a quality innovation initiative for ready-to-eat meals launched at the beginning of the year—and marks the third product category to undergo this overhaul, following gimbap and triangle gimbap. GS Holdings plans to improve the quality of its boxed lunches and hamburgers in the second half of the year.