“MZ ideas to target the low-sugar market” ... Haitai Confectionery launches college student supporter program in earnest

[Financial News] College student supporters for Haitai Confectionery’s first-ever low-sugar brand are set to begin their activities in earnest.
According to industry sources on the 2nd, Haitai Confectionery held an inauguration ceremony for the “Roshu Squad” at its headquarters in Yongsan-gu, Seoul, on the 30th of last month.
The 20 university students in the Roshu Squad plan to work as brand creators through December, producing social media (SNS) content based on their own perspectives and ideas.
The best of their content will be posted on Haitai’s official channels, and outstanding ideas will be used in marketing. All the supporters will have the opportunity to try new Roshu products ahead of their release.
Roshu is Haitai Confectionery’s first low-sugar brand, developed using the company’s expertise in low-sugar formulation to offer sweetness as well as tailored nutrients. Last month, it launched its first products: two varieties of low-sugar mini wafers with 90% less sugar and added dietary fiber.
A Haitai Confectionery representative said, “We hope Roshu can reach more young customers through the supporters’ creative content.”


[email protected] Kim Seo-yeon Reporter