CJ Foods Oceania, a subsidiary of the global conglomerate CJ Group, is set to expand its product offerings in Australia with the introduction of bibigo Korean Style Fried Chicken. The new product will be available in Woolworths supermarkets nationwide from mid-July and will hit the shelves of IGA stores from mid-August.
The fried chicken will be offered in two distinct flavours: Sweet & Spicy and Soy & Honey. It is produced locally in Australia, utilising 100% whole chicken breast cuts. Each package includes a separate Korean sauce pack and can be prepared using either an oven or an air fryer.
The launch of this product is part of CJ Foods Oceania’s localisation strategy, which focuses on sourcing and manufacturing within Australia. This approach is aimed at catering to local tastes and preferences while supporting Australian farmers and producers. “It’s not just about packaging; it’s about sourcing local ingredients, understanding local tastes, and building relationships with Australian farmers and producers,” stated Eugene Cha-Navarro, Managing Director and CEO of CJ Foods Oceania.
The introduction of bibigo Korean Style Fried Chicken follows the success of other bibigo products in the Australian market, including Mandu, Gimbap, Rice balls, Bao, Soup Mandu, and Seaweed Chips. bibigo is recognised for its ability to blend modern values with traditional Korean cuisine.
To support the launch, bibigo will engage in a variety of marketing activities. These include pop-up sampling campaigns, brand activations at Sydney Swans home games, public relations and social media campaigns, influencer engagement, and in-store promotions.
Cha-Navarro commented on the growing popularity of Korean cuisine in Australia: “Korean cuisine is no longer niche in Australia. Australia has a well-established appetite for bold, globally inspired flavours and a continued appreciation for authentic Korean food. The launch of bibigo’s Korean Style Fried Chicken into the frozen category is both well-timed and well-positioned for local success, offering Australian families a convenient way to enjoy one of the world’s most popular take-away dishes in a convenient format for at home entertaining or part of a broader family meal plan.”
The new product aims to appeal to a wide range of consumers, offering a restaurant-quality experience at home. “Our two-flavour range is appealing to both adventurous and family-friendly palates in a convenient format, enabling consumers to enjoy an affordable restaurant quality experience, in the comfort of their home,” said Cha-Navarro.
The sensory appeal of Korean fried chicken is highlighted by its complex layering of flavours and textures. “Combined with the complex layering of bold flavours and contrasting textures, it’s this sensory experience that makes Korean fried chicken so appetising and in demand,” Cha-Navarro noted.
CJ Foods Oceania’s product range extends beyond fried chicken, encompassing frozen foods, sauces, noodles, and snacks.
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