South Korean confectioner enters VMS space with candy vitamin launch in China

By Cheryl Tay contact

- Last updated on GMT

Enriched with vitamins B2, B6 and C, the range consists of seven flavours: Jeju tangerine, blueberry, strawberry, yoghurt, banana, milk, and fruits and yoghurt.
Enriched with vitamins B2, B6 and C, the range consists of seven flavours: Jeju tangerine, blueberry, strawberry, yoghurt, banana, milk, and fruits and yoghurt.

Related tags: Vitamins, South korea, China

South Korean confectionery company L-GA is venturing into the vitamins, minerals and supplements (VMS) space with its newest launch, a range of candy vitamins called MultiVita C365.

Enriched with vitamins B2, B6 and C, the range consists of seven flavours: Jeju tangerine, blueberry, strawberry, yoghurt, banana, milk, and fruits and yoghurt.

L-GA claims the product is able to support connective tissue formation, energy, amino acid metabolism, and collagen and taurine production, and contains no artificial colours

It is also being touted as a natural-tasting supplement suitable for adults, as well as children who are picky about food, and is sold either individually or in a MultiVita C365 Collection Set that comprises a multi-pack of assorted flavours.

Local success spurs foreign ambition

L-GA is best known for being a specialist in chocolate products, with over 40 varieties that include handmade pralines, functional chocolates containing traditional Korean ingredients such as Jeju tangerine, red pepper paste, chestnut, pomegranate and Jeju cactus fruit.

The firm has been exporting to China, Japan, South East Asia and the US.

MD Lee Gyu-Bok said that so far, the new candy vitamin products have been doing well in South Korea.

"L-GA's candy-type vitamin products are loved by parents and their children because they are not just made of good ingredients but contain a variety of flavours.

"We deliver our products to some of the largest duty-free stores in South Korea, including Lotte Duty-Free and Shinsegae Duty-Free. We are also planning to launch them in countries around the world and increase our reach."

To start, the firm plans to further establish its presence in China with the new launch, having chosen the country as its first overseas market for its foray into VMS.

According to company spokesman Rio Jun, it is focusing on China for its MultiVita C365 launch as the demand for imported health supplements in the country has been seeing steady growth in recent years.

With a growing number of consumers seeking innovative and more enjoyable formats, L-GA saw a lucrative opportunity for MultiVita C365 in China.

Establishment before expansion

The spokesman added that the company would focus on getting the new range off the ground in its existing APAC markets in Japan, China and South East Asia (including Singapore) before considering further expansion in the region, so as to establish the firm's status not just a confectionery maker, but also a vitamin brand.

Regarding further NPD within the VMS category, the company is also taking a measured approach, preferring to familiarise the market with its initial range of vitamins before developing more products.

"We want to see how the product performs in our existing markets before we decide on whether or not to develop more of such supplements, and whether or not we should expand into more countries," ​said Rio.

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