Orion’s ChocoPie is one of the best-selling Korean snacks in the global market. The marshmallow-filled chocolate biscuit sells in more than 60 countries. Orion has used the ChocoPie to gain a foothold in foreign markets, and Orion now controls a two-thirds share of the Chinese snack market, with a big share of Orion’s revenue now coming from outside Korea. Around 12.1 billion ChocoPies have been sold all over the world.
Orion’s best-known product ever since it entered the market in 1974, ChocoPie has been a truly national brand that was loved and hailed as an expression of care and affection and a product with its very own personality. The company carries out constant R & D efforts in order to pack an enormous taste punch inside such a tiny product measuring 7cm in diameter and 2.3cm high.
Orion offers a broad range of confectioneries both in Korea and foreign countries. As one of the leading confectionery companies in Korea, it achieved annual sales revenues of more than one trillion won in 2010, providing customers with unique products and services that do not exist anywhere else in the world.
Some of the secrets of the company’s success at home and abroad include using whole milk powder that it imports from France, as well as placing information on ChocoPie’s nutritional content in a prominent part of its packaging. By maintaining its product credibility for all of its 38 years and remaining true to its reputation for high quality and excellent taste, ChocoPie has stood tall as a globally-loved brand that sells even better abroad than at home. Actually, the company tries to apply the strictest safety standards and quality control in the domestic confectionery industry.
After obtaining Hazard Analysis and Critical Control Point certificates for each of its four factories from the Korean Food & Drug Administration for the first time as a confectionery company, Orion now carries out its sixstage innovation project to ensure even safer and tastier products.
These include zero trans fats; reduced levels of saturated fats; ‘green packaging’ using soybean oil ink and soluble coatings; Orion’s “Dr. You” line, which combines healthy nutrition with superb taste; and the “Market O” products, which contain no synthetic additives.
The company’s strategy is to consolidate its market dominance for each product group, mainly through Dr. You and Market O, Orion’s upmarket brands. That innovation project worked, helping the company record sales of 677.5 billion won in 2010, a rise of 13.3% from 2009.
● Orion Co., Ltd.
30-10, Munbai-dong, Yongsan-gu, Seoul, Korea
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