South Korean food company CJ CheilJedang Corp. unveiled its Excycle Basak Chip on Thursday, marking the international debut of this innovative snack. Developed through their in-house venture initiative, the chip is rooted in the principle of food upcycling, reflecting the company’s commitment to sustainable and creative culinary solutions in the global market.
In April 2022, the Excycle Basak Chip made its debut in the local market. Designed with health-conscious consumers in mind, this snack was created to meet the demand for eco-friendly snack options, as stated by the company.
With a composition comprising as much as 30% of food by-products such as broken rice and soybean residue, it adheres to CJ CheilJedang’s dedication to environmental, social, and governance (ESG) values.
Each packet is adorned with 7g of protein and 5g of dietary fiber, encased in sustainable packaging crafted from recycled PET bottles.
CJ CheilJedang rolled out three flavors of Basak Chips – Original, Hot Spicy, and Truffle – in the United States, Malaysia, and Hong Kong.
The company is focused on consistently introducing innovative products that align with eco-friendly practices, offer high protein content, and are rich in dietary fiber. This approach aims to accelerate its penetration into overseas markets.
Within the United States, this snack is strategically tailored to appeal to ethnic food markets, tapping into the increasing demand in North America for health-conscious and value-driven snacking choices.
Meanwhile, in Malaysia and Hong Kong, the product has made its way into mainstream channels, including AEON malls, capitalizing on the positive reputation of K-food.
The global shift towards sustainability and health awareness has been fueling a surge in demand for “Better For You” products.
There is a growing preference for products aligning with this trend, emphasizing the use of plant-based ingredients, minimizing additives, and incorporating functional benefits such as increased protein and dietary fiber content.
