Dairy-free Melona a hit in Europe as sales skyrocket 300%

Binggrae's plant-based Melona bar, designed to avoid strict dairy regulations, has taken off in Europe with sales soaring over 300 percent from last year.

A package of Melona popsicles for export only [BINGGRAE]

Binggrae's new plant-based Melona popsicle has taken off in Europe as the export-only product designed to avoid strict dairy regulations successfully replicated the original flavor.

Launched in Europe in 2023, the plant-based Melona product saw sales soar over 300 percent in the first half of this year compared to those of last year. This rapid growth can be attributed to the increased popularity of Asian supermarkets and the successful expansion into mainstream retail channels across multiple countries.

Binggrae developed the dairy-free, plant-based product to avoid strict customs regulations on dairy products, particularly in Europe. The product was successfully launched in several European countries, including the Netherlands, Germany, Britain and France, quickly finding its place on the shelves of major supermarkets such as Albert Heijn, Go Asia, Amazing Oriental and Oseyo.

The popsicle maker also replaced the original dairy product with the new plant-based alternative in Canada in April to overcome the same regulatory challenges, and is now expanding its presence there. In Australia, the popsicles have been well-received by consumers and are available in major retailers like Woolworths and Coles. To expand its Australian presence, Binggrae plans to introduce a packaged product with a variety of flavors, including mango and coconut, before the end of the year.

Binggrae aims to expand its plant-based ice cream portfolio globally, tailoring its offerings to specific countries and consumer preferences. The company will begin selling plant-based Melona popsicles in Eastern and Northern Europe and plans to participate in the SIAL Paris food exhibition in October to explore further opportunities in the European market.

“Our Melona product is being exported worldwide. We aim to expand our global sales by developing more tailored products and exploring new markets in various countries," said a Binggrae spokesperson in a statement.

BY YOON SEUNG-JIN [yoon.seungjin@joongang.co.kr]