Twenty-Three has introduced a youth sports nutrition brand called 'HighPick' as it aims to penetrate the growing children's nutritional supplement market.
On August 26, Twenty-Three announced the launch of its private brand (PB) HighPick, featuring its first product, the apple mango-flavored 'Calmadi-K Stick.' HighPick is the company's first private brand developed with direct involvement in the planning and development process.
The Calmadi-K Stick is designed for active children, allowing them to easily consume one stick per day. The portable stick packaging makes it convenient to carry in bags or pouches.
The product combines functional ingredients essential for bone health and muscle function during growth, including calcium citrate, magnesium gluconate, vitamin D, and vitamin K. Calcium is crucial for bone and tooth formation, while magnesium supports energy use and nerve and muscle function. Vitamin D is necessary for the absorption and utilization of calcium and phosphorus, as well as for bone formation and maintenance. Vitamin K is important for normal blood clotting and bone composition.
Additional ingredients include 'UpGrow190,' a low-molecular-weight whey protein hydrolysate, along with L-theanine and chamomile extract. The apple mango-flavored jelly stick format is designed for children's ease of consumption.
Having previously operated as a curation-focused distributor, Twenty-Three plans to expand its private brand business through HighPick and intends to broaden its product line for youth nutritional management in the future.
The company will also implement brand marketing utilizing the number '23' derived from its name, with plans to recruit 23 supporters for HighPick and conduct regular promotions on the 23rd of each month.
Lee Sang-kyu, CEO of Twenty-Three, stated, “The name Twenty-Three embodies our commitment to selecting quality products and delivering them accurately to consumers. By linking our supporter recruitment and promotions to the number 23, we aim to consistently reinforce the principles our brand must uphold to consumers.”
* This article has been translated by AI.
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