Binggrae unveils pumpkin sweet potato-flavored milk

By Kwak Yeon-soo

Binggrae's pumpkin sweet potato-flavored milk Halloween edition / Courtesy of Binggrae

Binggrae has released a pumpkin sweet potato-flavored milk as its special winter flavor for 2019.

The pumpkin sweet potato-flavored milk follows the brand's mulberry-flavored milk that hit the shelves in February 2018 and tangerine-flavored milk that came out in November the same year.

All are part of the company's “Original Flavored Milk” series.

The food and beverage company said it took almost a year to develop the sweet potato flavored milk, testing about 100 types of fruits and vegetables.

Binggrae's banana-flavored milk, its top-selling drink, was the first flavored milk in Korea to surpass 200 billion won ($169 million) in annual sales. The unique taste and bottle shape are loved by consumers of all ages, it said.

All Binggrae's flavored milk products are sold in plastic bottles which resemble traditional Korean jars.

The company has more than an 80 percent share of the banana milk market and sells an average of 800,000 bottles per day. The banana-flavored milk is sold in 20 countries around the globe, according to Binggrae.

“Since it was first launched in 1974, banana-flavored milk has stood at the top of the domestic market for processed milk, a reign of more than 40 years,” a Binggrae official said. “We will continue to provide both familiar and innovative flavors for our consumers.”

The company currently operates two banana-flavored milk themed cafes called “Yellow Cafe” ― one in Seoul and one on Jeju Island.

Beverages such as lattes and milkshakes, and desserts such as ice cream, pudding, and tarts made with banana-flavored milk are sold alongside accessories and souvenirs inspired by the drink.

“The Yellow Cafe is aimed at providing a space to young consumers so that they can experience our products,” the official said. “We'd like to target teens and those in their 20s.”