Lotte Wellfood to launch new protein product brand

[Courtesy of Lotte Wellfood]

Following the success of its reduced-sugar ‘Zero’ snacks and ice cream products, Lotte Wellfood will expand its protein product range for health-conscious consumers.

According to industry sources on Thursday, Lotte Wellfood applied to register its trademark for ‘JOEE,’ categorized as a protein dietary supplement, with the Korean Intellectual Property Office on April 30th, 2024.

JOEE will encompass various health foods including protein but also drink mixes, vitamins and minerals, calcium, and probiotic supplements.

Lotte Wellfood said it filed for the trademark to preemptively secure a new brand targeting future demand for ‘healthy pleasure” but the launch of the new brand is yet to be confirmed.

Lotte Wellfood sold over 1 million units of Easy Protein Bars, launched in January 2024, within around three weeks of its release, and the product has recorded cumulative sales of 3 million units since then. Recognized for its low calorie and sugar levels these health products have quickly gained traction in the protein market.

Lotte Wellfood is not only expanding its protein product line but also implementing a ‘Health and Wellness’ strategy across various product categories, including snacks, ice cream, and processed meat products.

The recently launched zero-calorie ice cream bars ‘Screw Bar’ and ‘Jaws Bar’ have been popular, selling 7.2 million units within a month of their release. Lotte Wellfood initially planned to produce around 3.2 million units, but had to quickly increase production due to the high demand.

The company’s sugar-free dessert brand ‘Zero,’ which uses alternative sweeteners, continues to expand its product line steadily. In addition to existing products such as chocolate chip cookies and fruit jellies, the company introduced four new frozen desserts, including cookies and cream bars in April 2024.