JW Pharmaceutical is rolling out the first line extension of Frenz, its total eye care brand.
The company said on the 31st that it has launched Eye Crunch, a chewable candy, as the first new product to carry the revamped Frenz integrated brand identity.
Eye Crunch was developed around the concept of a mouth-driven refresher. Unlike conventional mint candies that dissolve slowly in the mouth, the product combines a crunchy texture with an immediate cooling sensation, the company said.
JW Pharmaceutical said it designed the candy to carry the cool, refreshing brand image built by Frenz Eye Drop, its flagship artificial tears product, into general food products so consumers can encounter Frenz in daily life. The candy contains vitamin A and marigold flower extract powder, and comes in seven-day packs for portability.
The product line consists of four variants distinguished by flavor and cooling intensity. The blueberry-flavored Soon contains no menthol, while the green grape-flavored Cool is rated at level 4, the menthol-flavored Cool High at level 8 and the strong menthol-flavored Ice at level 10.
Eye Crunch is the first product released since JW Pharmaceutical expanded Frenz beyond pharmaceuticals into a total eye care brand spanning cosmetics, medical devices and food. The new integrated brand identity has also been applied to the packaging.
The candy will be sold at GS25 convenience stores nationwide, through online malls and via the gift function on KakaoTalk.
"Eye Crunch is the starting point for Frenz to broaden consumer touchpoints from a pharmaceutical focus into various areas of daily life," an official at JW Pharmaceutical said. "We will introduce a range of products going forward to grow it into a total eye care brand."
