Nonghim's “Sumi” chip dominates snack market

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Nongshim’s “Sumi” potato chip has taken over the snack market, which until recently has been ruled by Haitai Confectionary’s Honey Butter Chip.

According to reports, 360,000 units of the honey-mustard variety of Sumi chips were sold over the last month, reaching a record high with 8.6 billion won in sales.

The Honey Butter Chip generated five billion won in sales over the first three months after it was released in August.

“Sumi’s honey mustard chips have become so popular that they sold out very quickly,” a Nongshim spokesperson said. “Our Asan factory is in full operation so there won’t be any problems with the product supply.”

E-mart, the nation's largest discount store chain, said the Sumi Honey Mustard was its top-selling potato chip from Dec. 23-Jan. 6, selling over 10,000 units per day. The Honey Butter Chip sold only about a quarter of that amount during the same period.

Sumi Honey Mustard has become popular as customers turned to the crisp as an alternative for the Honey Butter Chip, which has been flying off the shelves across the country, causing chronic shortages at many stores.