CJ CheilJedang is accelerating its push into the premium fish home meal replacement (HMR) market. Its "Bibigo Salmon Steak" continued its strong performance, selling at a rate of one unit every 10 seconds during June.
CJ CheilJedang said on the 4th that cumulative sales of the Bibigo Salmon Steak had surpassed 1.4 million units. Launched at the end of December last year, the product recorded 100,000 units in sales within a month of its release, and sales have continued to grow since. In June this year, 265,000 units were sold, roughly one every 10 seconds.
The company said the success confirmed demand for premium fish HMR products. Its recently introduced "Tilapia" and "Boneless Grilled Mackerel with Lemon Zest" also recorded cumulative sales of about 200,000 units in their early launch period, contributing to the expansion of the product lineup.
Bibigo's premium grilled fish products are high-protein foods containing 9 to 14 grams of protein each. They can be eaten straight without any additional preparation or cooking, or used in various dishes such as salads, pasta, and pot rice. The company enhanced their versatility to target consumers who want both easy meals and diet management.
CJ CheilJedang plans to continue strengthening its fish HMR lineup in line with growing interest in health, the increase in single-person households, and the spread of convenience meal consumption. Its strategy is to broaden consumer choice by diversifying the flavors of grilled fish products as well as its "Oven-Baked Fish Fillet" products made from white fish.
Alongside this, the company is running a brand campaign called "Infinite Fish Life, Beyond Fish" featuring actors Kim Nam-gil and Jeon Mi-do. On its own online store, CJ The Market, it is also conducting various promotions including recipe content, special exhibitions, and prize events for customers who make purchases.
"As more consumers value both health and convenience, the premium fish HMR market is growing rapidly," a CJ CheilJedang official said. "Through differentiated product competitiveness and continued lineup expansion, we will create a food culture where consumers can enjoy fish more easily and deliciously."
