CJ CheilJedang is revitalizing its plant-based wellness brand, ‘Altive,’ with a significant brand renewal and expansion of its product portfolio. The company announced on the 30th that the refresh aims to more directly communicate Altive’s identity as a plant-derived brand. This renewed focus is visually represented by a new logo and packaging design inspired by green leaves, evoking a connection to nature.
Altive Brand Renewal: Enhancing Taste and Texture
A key aspect of this renewal involves improving the taste and quality of Altive’s flagship products, particularly its protein beverages. CJ CheilJedang has incorporated consumer feedback to make comprehensive enhancements to the flavor, aroma, and mouthfeel of these drinks. The company stated that significant efforts were made to overcome the unique aftertaste and texture often associated with plant-based proteins, aiming for a smoother and more enjoyable consumption experience.
The brand renewal signifies CJ CheilJedang’s commitment to solidifying Altive’s position in the growing plant-based market. By focusing on sensory attributes like taste and texture, the company seeks to appeal to a broader range of consumers who may have previously been hesitant to try plant-based alternatives due to perceived quality differences compared to traditional products.
Introducing ‘Altive Low-Sugar Soy Milk’: Catering to Market Trends
Complementing the brand renewal, CJ CheilJedang has launched a new product line: ‘Altive Low-Sugar Soy Milk.’ This introduction directly addresses the burgeoning trend in the soy milk market, which is experiencing rapid growth, particularly with functional products attracting younger consumers. The company recognizes the increasing demand for healthier beverage options that align with wellness trends.
The ‘Altive Low-Sugar Soy Milk’ is available in two initial varieties: Taro and Almond. These beverages are specifically formulated to be low in sugar, reducing the perceived burden for health-conscious consumers. Beyond being low in sugar, they are also fortified with essential nutrients, offering high levels of calcium, dietary fiber, and protein.
Nutritional Highlights of the New Soy Milk Line
- Taro Soy Milk: Contains 4.6g of protein and 5g of dietary fiber per serving.
- Almond Soy Milk: Features 4.7g of protein and 3g of dietary fiber per serving.
These nutritional specifications underscore CJ CheilJedang’s strategy to position Altive not just as a plant-based alternative, but as a functionally superior choice that supports a healthy lifestyle. The inclusion of significant protein and fiber content, alongside calcium, aims to meet the daily nutritional needs of consumers seeking convenient and healthy options.
Altive’s Journey and Future Outlook
Launched in June 2022 with the mission to ‘present a new choice for plant-based foods,’ Altive has achieved considerable market traction. To date, the brand has sold over 32 million units, generating approximately 46 billion Korean won in sales revenue. This performance indicates a strong consumer reception and a growing appetite for plant-based products in South Korea.
A representative from CJ CheilJedang commented on the strategic importance of this renewal and expansion. “This renewal is a step to further strengthen Altive’s identity as a delicious and healthy plant-based brand,” the representative stated. “By expanding our portfolio from protein beverages to include soy milk, we aim to continuously cultivate Altive’s unique and differentiated presence in the plant-based beverage market.”
The company’s forward-looking strategy involves leveraging the renewed Altive brand and its expanded product offerings to capture a larger share of the plant-based market. The focus remains on delivering high-quality, great-tasting, and nutritionally beneficial products that cater to evolving consumer preferences for health and sustainability.
Market Context and Consumer Demand
The global and domestic markets for plant-based foods and beverages have seen substantial growth in recent years. This trend is driven by several factors, including increasing consumer awareness of health benefits, environmental concerns, and ethical considerations related to animal agriculture. CJ CheilJedang’s investment in Altive aligns with these broader market dynamics.
The expansion into the soy milk category, in particular, taps into a well-established segment of the alternative milk market. By offering a low-sugar, high-protein, and high-fiber option, Altive is well-positioned to compete with both traditional dairy milk and other plant-based alternatives. The emphasis on taste improvement also addresses a common barrier to adoption for plant-based products.
CJ CheilJedang’s strategic approach, combining brand revitalization with new product development, demonstrates a comprehensive effort to enhance consumer engagement and market competitiveness. The company appears poised to capitalize on the sustained growth trajectory of the plant-based wellness sector.
