CJ CheilJedang’s Altive Unveils Low-Sugar Soy Milk Range in South Korea
South Korean food giant CJ CheilJedang has launched low-sugar soy milk varieties under its Altive brand, while also refreshing the formulations and packaging of its plant-based protein shakes.
CJ CheilJedang is doubling down on wellness with a shake-up of its Altive plant-based dairy products.
The South Korean conglomerate has launched a low-sugar soy milk range and updated the recipe and packaging of its existing protein shakes to home in on the brand’s better-for-you messaging, with a particular focus on young consumers.
The soy milks come in almond and faro variants, and the brand logo now features a green leaf motif and a more playful font to modernise the look.
“This renewal is aimed at further strengthening ‘Ultive’s’ identity as a delicious and healthy plant-based brand,” said a representative for CJ CheilJedang.
Soy milks positioned as ‘hexagonal’
The new soy milks contain just 1g of sugar each, relying instead on the natural sweetness of soybeans and the nutty flavour that comes from almonds or faro.
The faro soy milk has 4.6g of protein, 5g of dietary fibre and 70 calories per 190ml pack, combining soybeans with faro paste, emulsifiers, flavourings, acidity regulators, and non-sugar sweeteners.
Likewise, the almond variant pairs soybeans with almond paste and additives to enhance the texture and flavour, and delivers 4.7g of protein, 3g of fibre, and 75 calories per pack.
Both products are fortified with calcium, and, according to CJ CheilJedang, reflect current trends in the non-dairy milk market, which is growing rapidly with a focus on functional products amid a recent influx of young shoppers.
The company is positioning the new range as “hexagonal” soy milk products that balance taste and nutrition, pointing to their six functional advantages: high protein, high fibre, high calcium, low sugar, “calories without burden”, and a nutty, sweet flavour.
Altive’s sales cross $32M in four years
Aside from the soy milk line, CJ CheilJedang has reformulated its Altive protein drinks, with a recipe that takes consumer feedback into account and delivers an improved flavour and mouthfeel.
In particular, the South Korean company has managed to eliminate the off-flavour and dryness characteristic of plant-based protein shakes using its technology.
The packaging, meanwhile, has a sensibility CJ CheilJedang describes as “trendy yet sophisticated”, with a greater emphasis on the protein content, which now takes up the most amount of space front-of-pack.
The shakes deliver 21g of plant-based protein per 250ml bottle, and have helped the Altive brand go from strength to strength since its launch in June 2022. The brand began with non-dairy milk, before expanding into protein shakes and probiotic drinks. To date, it has surpassed 32 million units and netted the company ₩46B ($32.3M).
“By expanding our portfolio to include soy milk following protein drinks, we will continue to grow Altive’s unique and differentiated presence in the plant-based beverage market,” CJ CheilJedang’s spokesperson said.