As delivery chicken prices soar past 20,000 won, frozen chicken is carving out its niche. Once seen merely as a convenient alternative to delivery chicken, frozen chicken is now enhancing its flavor and texture to become a viable option.
According to the food industry on August 19, Dongwon F&B officially launched its frozen chicken brand 'Kebasak' today, marking its entry into the market. The new products include 'Kebasak Fried Chicken' and 'Kebasak Spicy Mayo Chicken,' both made with 100% chicken thigh meat and designed to be cooked in an air fryer for about 10 minutes.
The key selling point for Kebasak is its 'crispiness.' The brand employs an 'air-crisping method' that creates tiny air bubbles in the batter and utilizes a 'double frying process' at both low and high temperatures. The name 'Kebasak' is inspired by the sound of freshly fried chicken.
Kebasak is produced at Dongwon F&B's newly established Jincheon Plant in North Chungcheong Province, which features advanced European production facilities and quality control systems for frozen chicken. The facility continuously monitors the state of frying oil and minimizes temperature variations in frying equipment to ensure consistent product quality. This move signals Dongwon F&B's commitment to expanding frozen chicken as a new business segment rather than just adding a new product line.
CJ CheilJedang has also ignited competition in the market. Launched in 2023 as part of its premium convenience food brand 'Gourmet,' 'Sobaba Chicken' recorded cumulative sales of 250 billion won and 25 million units sold in the first quarter of 2024. Following rapid growth, CJ CheilJedang established Sobaba as an independent chicken brand in June.
In line with the brand's independence, CJ CheilJedang is expanding Sobaba's product lineup. New additions include the fried chicken line 'Goldenholic,' alongside existing flavors like Soy Honey, Seasoned Honey, and Massokick. The 'Goldenholic Fried Boneless Chicken,' introduced at the end of March, surpassed 6 billion won in sales within three months. Recently, the company launched bone-in chicken options, broadening its product choices.
In the chicken franchise sector, BBQ is expanding its HMR business. In the first quarter of this year, sales in the HMR-focused distribution division nearly doubled compared to the same period last year. The variety of products increased by 56.3%, and the number of sales channels expanded from 11 to 18, a 63.6% increase. By broadening its sales channels to include BBQ Mall, online direct purchasing, large supermarkets, and home shopping, BBQ is capturing demand for its brand outside of physical stores. Mom's Touch is also selling three varieties of its HMR boneless chicken brand 'Ttoit Chicken,' including Spicy Cheese, Seasoned, and Honey Garlic.
After discontinuing 'Chef Food Sopadak' at the end of last year, Lotte Wellfood is making moves to re-enter the frozen chicken market. According to the Ministry of Food and Drug Safety, Lotte Wellfood submitted manufacturing reports for four new products last month: 'Kwasasak Crispy Chicken,' 'Kwasasak Hot Crispy Chicken,' 'Supreme Chicken,' and 'Spicy Mayo Chicken.' While the official launch date is not confirmed, this indicates preparations for new product releases.
The surge in activity among these companies is driven by the growth of the frozen chicken market. According to Euromonitor, the domestic frozen chicken market is estimated to have grown from approximately 140 billion won in 2022 to around 160 billion won last year. When including ambient products, the processed chicken market reaches about 500 billion won.
Rising dining-out prices have further highlighted the price competitiveness of frozen chicken. According to the National Data Agency, the chicken price index for dining out was 132.06 last month, reflecting a 10.8% increase compared to the same month three years ago, surpassing the overall dining price increase of 8.9% during the same period. Ordering a whole chicken from major franchises typically costs in the mid-20,000 won range, and with delivery fees, customers can expect to pay around 30,000 won. In contrast, frozen chicken can be purchased for around 10,000 won per package, allowing consumers to cook only the amount they need.
Improvements in texture, once a weakness of frozen foods, have also contributed to increased demand. The popularity of air fryers and advancements in frying and coating technologies by food companies have enabled consumers to achieve a texture close to that of freshly fried chicken at home. CJ CheilJedang is focusing on sauce coating technology, while Dongwon F&B emphasizes its air-crisping method and double frying process, intensifying competition among manufacturers.
A food industry insider stated, "As consumer burden regarding dining-out chicken prices has increased, and the taste and quality of frozen chicken have significantly improved since the advent of air fryers, the related market continues to grow. With existing companies expanding their brands and new entrants emerging, the ability to replicate the taste and texture of specialty shops will determine market competitiveness."
* This article has been translated by AI.
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