Lee Jin, director of international sales at SPC Samlip's Global Business Division, poses with Soft Cheesecake products during an interview with The Korea Times at the company's headquarters in Seoul, April 30. Courtesy of SPC Group
For every local shop — from a tiny convenience store to a major superstore — there is always a dedicated shelf or aisle for bread items. While these mass-produced products are not particularly known for their quality, like some delicacies at premium bakery shops are, their affordability and variety continue to drive steady consumer demand.
SPC Samlip, a subsidiary of major food conglomerate SPC, specializes in this commonplace, popular food segment, having introduced all-time-favorites in Korea like steamed stuffed buns and Full Moon cakes. Few would dispute the company's status as a market trendsetter.
The company recently reached a meaningful milestone. One of its latest pipeline products, Soft Cheesecake, is now on shelves at Costco stores across the United States. Its growing presence in one of the world’s largest consumer markets is driven by rising demand.
This is the outcome Lee Jin, director of international sales at the company’s Global Business Division, had envisioned prior to launching the product in the U.S., which he referred to as the “major league” for global food firms. In that argot, Lee has hit a home run.
“We first exported Soft Cheesecake to the U.S. last August. Now, in some states, it has topped a popular category. It’s also called steamed cake because our technique involves both steaming and baking methods,” Lee told The Korea Times in an interview.
“Some online reviews have called it ‘innovative’ and even ‘syndrome.’ I personally believe it will be the next Twinkies in the U.S,” he added, referring to one of the most popular mass-produced American snacks since the 1930s.
Cartons of SPC Samlip's Soft Cheesecake are stocked inside a Costco store in San Diego, Calif., in this March photo. Courtesy of SPC Group
Exporting its Soft Cheesecake product is part of Samlip's ambitious effort to shake up a retail bread market that is rarely open outsiders. Lee said American consumers stick to familiar brands rather than seeking out new things. He wanted to change this by ensuring quality while maintaining affordability.
“American consumers rarely venture outside their comfort zones when it comes to supermarket breads. Soft Cheesecake was different. We tried to bring its quality closer to premium bakeries. It ended up differentiating itself from its rival brands on local supermarket shelves,” Lee said.
Source: Korea Times News
