Lotte Wellfood Launches 'Kkokkal Cone MAD HOT' to Harness Growing Trend of Spicy Snacks

Lotte Wellfood, formerly known as Lotte Confectionery, announced on June 28 the launch of Kkokkal Cone MAD HOT, a new addition to their Kkokkal Cone brand. This new product offers a strong and stimulating spicy taste. The launch aligns with the growing trend of the spicy challenge videos on social media, which have popularized 'K-Spicy' domestically and internationally, with the demand for spicy snacks significantly increasing in younger generations. According to industry reports, sales of spicy snacks flavored with ingredients like gochujang and mala have risen by approximately 40% year-on-year (YoY), driving growth in the snack market.

The 'Corn MAD HOT Gochujang Charcoal Grilled Flavor' is a new product that coats corn with a robust and spicy gochujang charcoal grilled seasoning, reflecting the spicy trend. Inspired by gochujang bulgogi, a popular Korean dish. The seasoning has a Scoville index, which measures the level of capsaicin concentration in a chili, of SHU 9,300, comparable to Cheongyang peppers (approximately SHU 10,000). The product offers a crispy texture followed by a tingling and hot spiciness that stimulates the taste buds. With a price at a range of USD 0.99 (KRW 1,360) for the 67 grams (g) presentation in retails like Emart.

Figure 1. Corn MAD HOT Gochujang Charcoal Grilled Flavor (67g)

The packaging of 'Kkokkal Cone MAD HOT' is designed to attract 'spicy food experts' and 'spicy food addicts' with its red color, reminiscent of spicy foods. The intuitive product name and visually intense design, featuring blazing flames and red peppers, aim to enhance expectations for the new flavor and rich aroma. The existing brand label, inspired by the product’s signature pyramid shape, is combined with the sub-brand ‘MAD HOT’ to add visual intensity and three-dimensionality.

Lotte Wellfood Upgrades Kkokkal Cone Brand, Targets Growth with New MAD HOT Lineup

In 2023, Lotte Wellfood upgraded the 'Kkokkal Cone' brand to improve its taste and quality further. To maximize the crispy and refreshing texture of the cone-shaped corn, it was fried to a thickness of 0.9 millimeters (mm). The unique 'OC Recipe' manufacturing method preserved the rich and savory taste of the original corn while adding a subtle sweetness.

A Lotte Wellfood official mentioned that the company launched the Kkokkal Cone MAD HOT brand after observing the ongoing trend for spicy flavors, especially among the 20s and 30s age group, and the growing demand for snacks with spicy and salty seasonings. To maintain the popularity of Kkokkal Cone, which achieved sales of nearly USD 65.58 million (KRW 90 billion) in 2023, the company plans to introduce various brand lineups tailored to the preferences of different target groups in the future.

Lotte Wellfood holds leadership positions in several product lines, with top-ranked brands like Kkokkal Corn, Pepero, Xylitol Gum, Pasteur, World Cone, Daeji Bar, Uiseong Garlic Ham, and Chefood. The company's market-leading chewing gum and chocolates, made with high-quality ingredients and advanced manufacturing technology, have earned global recognition. Expanding internationally, Lotte Wellfood operates 21 facilities in seven countries, including Kazakhstan, Pakistan, Belgium, India, Russia, Singapore, and Myanmar. As a global food company and food tech leader, Lotte Wellfood is committed to strengthening its overseas business, cultivating mega brands, and developing innovative technologies such as healthy functional foods and meat alternatives.

In light of the 2023 upgrades to the Kkokkal Cone brand, Lotte Wellfood anticipates continued growth driven by its innovative manufacturing methods and responsiveness to market trends, particularly the demand for spicy flavors among younger consumers. With plans to introduce various tailored brand lineups and its strong international presence, Lotte Wellfood is poised to enhance its market leadership and expand its global footprint in the food and confectionery industries.