[Edaily Reporter Kim Ji-woo ] CJ CheilJedang Corp(097950)’s Bibigo Salmon Steak has surpassed cumulative sales of 1.4 million units in just about half a year since its launch. Analysts note that as demand for health management and high-protein diets grows, ready-to-eat fish meals (HMR) are establishing themselves as a new source of protein.

According to CJ CheilJedang Corp on the 4th, cumulative sales of the Bibigo Salmon Steak, launched at the end of December last year, have surpassed 1.4 million units. The product recorded sales of 100,000 units within just one month of its launch, and in June, 265,000 units were sold in a single month. In simple terms, this amounts to one unit sold approximately every 10 seconds.

CJ CheilJedang Corp. explained that the sales performance of the salmon steak confirmed the demand for premium fish HMR products. The recently introduced tilapia and boneless grilled mackerel with lemon zest also recorded combined cumulative sales of approximately 200,000 units in the early stages of their launch.

Each Bibigo Premium Grilled Fish product contains 9–14 grams of protein. They can be eaten as is without any additional preparation or cooking, or used as ingredients in salads, pasta, or rice dishes.

The company explained that while existing grilled fish convenience foods were previously limited to use as side dishes, their consumption is now expanding to include them as protein sources for those engaged in exercise and diet management.

Accordingly, CJ CheilJedang Corp plans to expand its fish HMR product line to align with health management trends, the rise in single-person households, and the demand for convenient meal management. While increasing the number of grilled products that preserve the natural shape of the fish, the company also plans to introduce “Oven-Baked Fish Fillet” products—made with boneless white fish—in a variety of flavors.

The company is also stepping up marketing efforts to highlight the products’ versatility. CJ CheilJedang Corp. has unveiled a brand campaign titled “Infinite Fish Life: Beyond Fish,” featuring actors Kim Nam-gil and Jeon Mi-do. In the campaign, the two actors appear as the “Fish Couple” and, over the course of five episodes, demonstrate how to use Bibigo Grilled Fish in a variety of ways—from gourmet dishes and camping meals to pasta and salad toppings.

CJ The Market is also running “Infinite Fish Life: One-Week Recipes” content and a special promotion featuring Bibigo’s premium grilled fish products. A raffle will be held for customers who purchase products from the promotion, offering prizes such as an Odense tableware set and CJ The Market reward points.

A CJ CheilJedang Corp spokesperson stated, “As the number of consumers seeking both health and convenience continues to grow, the premium fish HMR market is also expanding,” adding, “We will continue to expand our product lineup so that consumers can easily enjoy fish.”