Binggrae targets selling 200 million units of Melona overseas

South Korean confectionery company Binggrae Co. has set the target of selling 200 million units of its popular ice cream product, Melona, overseas, following a record-breaking performance last year.

According to sources from the food industry on Sunday, Melona sold a record 160 million units overseas in 2024, up 14.3 percent from a year ago. The ice cream generated about 50 billion won ($36.6 million) in sales.

Melona has now sold over 100 million units annually for four consecutive years.

“Exports of Melona surged 8.6 percent on year to reach 26.4 billion won in the first quarter of this year,” said a company official. “Reaching 200 million overseas sales is well within reach.”

Melona, now 33 years old, owes its global popularity to its uniqueness.

Melona offers fruit-flavored bar-style ice cream - something rare in the United States and Europe, where milk-based ice cream with vanilla, chocolate, and strawberry flavors is the norm.

“The distinct aroma, texture, and refreshing finish of melon flavor are especially appealing to foreign consumers,” the official said.

The company’s customized strategies by country have also been effective.

While melon remains the core flavor in Korea, Binggrae has developed new flavors such as strawberry, mango, taro, and pistachio to suit local preferences abroad, even releasing new home-size spoonable versions in some markets.

In Europe, the company overcame strict non-tariff barriers by introducing plant-based (vegan) versions of Melona after receiving local approvals.

Its sales tripled in 2024 compared to a year ago.

The company also offers halal-certified products in the Middle East.

Binggrae’s export revenue rose steadily from 42.7 billion won in 2021 to 59.4 billion in 2022 and 68.8 billion in 2023.

Its ice cream exports totaled 82.9 billion won last year, accounting for about 60.9 percent of Korea’s total frozen dessert exports.

The outlook for K-frozen dessert exports remains strong.

Korea’s ice cream exports hit a record high of $98.41 million last year, up 5.7 percent from the previous year.

Exports soared in the first quarter of this year, raising expectations that the figure for the entire year will surpass the previous year’s total.