"We are seeing a lot of consumers use the microwave to prepare their dumplings... The preferred cooking method is to not prepare them in the microwave, but a lot of consumers due to convenience needs and getting dinner on the table quickly or getting a snack out there quickly, they're using the microwave, and so we took that as an opportunity to develop this new product."
Bibigo breaks into the US, taps into the demand for Korean flavors
To meet the demand for quick and convenient foods that still deliver bold Korean flavors and the crispiness of traditional dumplings even out of the microwave, Bibigo released Crispy Dumpling Bites, available in Bulgogi Chicken with Sweet and Spicy Sauce and Spicy Chicken with Sweet and Spicy Sauce, Elliott said. These can be purchased at select Kroger, HEB, Raleys, Winn Dixie, Harveys, and Harris Teeter stores nationwide.
Bibigo initially started as a food brand in Korea, and it came to the US in 2021 through the Schwan’s Company, which is now owned by Korean food company CJ CheilJedang. Over the last two years, Bibigo has expanded its presence within the frozen food aisle as well as the sauces and ready-to-eat categories, Elliott said.
“Our consumers are looking for new food discoveries, but they also need that easy preparation ... but they don't want to sacrifice flavor and quality. So, the Crispy Dumpling Bite item definitely allows them to have that convenience and ease but then really deliver some flavor and quality.”
Due to the popularity of Asian foods, many retailers are “creating a place within store, within that freezer aisle, that is an Asian destination,” Elliott said, explaining this allows the consumer to "shop the frozen aisles and know where they can find their Asian-inspired items, and so we really pioneered that with our retail partners.”
Overall demand for Asian foods is propelling growth within the global Asian food market, which was valued at $160.31bn in 2022 and is expected to grow by $299.72bn in 2031, growing at 7.2% CAGR from 2022-2031, according to Growth Market Reports.
Bibigo will also be leveraging social media and other platforms to promote this new launch and its entire portfolio of products, Elliott said. Additionally, the brand has invested in shopper marketing programs with Kroger and other retailers to connect prospective customers with its brand, she added.
“We are building a global brand here and leveraging US consumers who are so excited to try different Korean food products. And so that's our big focus is to continue to build awareness. Whether that's with our campaign, whether that's with new items within frozen, or shelf stable, or refrigerated, we are working on building awareness and building that global brand.”