CJ CheilJedang CEO Kang Shin-ho (third from left) and E-Mart CEO Han Chae-yang (second from right) pose for a photo after signing a strategic partnership on Aug. 30
CJ CheilJedang Corp., South Korea’s largest food company, said on Wednesday it will increase the number of food products launched at E-Mart Inc. exclusively, or before they hit the shelves at other retail stores.
On Aug. 30, chief executives of the two companies signed a strategic partnership agreement to cooperate in producing and distributing food products, as well as in sharing customer feedback on the products.
In June, they inked a memorandum of understanding for strategic cooperation, including venturing into uncharted territory next year. The two companies did not elaborate on their new businesses under consideration.
The two companies will collaborate with food experts and famous chefs to develop new products, including restaurant foods not available at home so far and pre-cooked meals, to meet new food consumption trends.
Those products to be launched later this year will be sold on all online and offline platforms of Shinsegae Inc., including SSG.COM, E-Mart Traders and E-Mart Everyday. Shinsegae is the parent company of E-Mart.
Cooked white rice Hetbahn (Courtesy of CJ CheilJedang and E-Mart)
CJ CheilJedang had sold some food through E-Mart exclusively, or their official launch. Those food include Bibigo Bungeoppang, a fish-shaped waffle with sweet red bean inside and cooked white rice Hetbhan.
E-Mart is South Korea’s No. 1 supermarket chain. It will employ new product display tactics for CJ products to differentiate them from other brand products. Its online malls such as SSG.COM will house more products under the CJ CheilJedang brand.
To raise awareness of CJ products, they will create promotional content and post them on their social media platforms.
“Leveraging CJ CheilJedang’s technology and brand power with E-Mart’s operational and platform management capabilities, we will introduce innovative products and services from the consumer’s perspective,” said a CJ CheilJedang official.
By Ji-Yoon Yang
yang@hankyung.com
Yeonhee Kim edited this article
