Nongshim Kellogg Ventures Into the Instant Rice Market in South Korea

Nongshim Kellogg Co., the grains and cereal manufacturing joint venture business of Korea's Nongshim and US-based Kellogg Company, has entered the instant rice market in South Korea.

The firm debuted in this sector by introducing its Whole Oat Rice product. The release of the said item also marks Nongshim Kellogg's entry into the local instant rice business. The company announced the launch of its Whole Oat Rice on Monday, Aug. 28.

The Korea Economic Daily noted that the company is cashing in on its long-established expertise in cereal technology and nutritional planning to venture into the said sector in the country.

The new Whole Oat Rice, which is exclusively made from 100% oats groats, is the first instant rice variant Nongshim Kellogg has ever developed. The company said this offers customers a nutritional profile far superior to the common white rice.

In fact, for every 100 grams of the brand's instant rice, people can obtain dietary fiber equivalent to five bananas. In addition, it offers amounts of protein that are almost equivalent to two boiled eggs.

"We are challenging the instant rice market with Korea's first 'whole oat rice' made with 100% whole oats," Shin-A Ilbo quoted Nongshim Kellogg's managing director of marketing unit, Lim Dong Hwan, as saying in a statement. "We expect that Kellogg's will be able to create greater synergy in the instant rice market based on its grain processing technology, nutritional design capabilities, and professional know-how accumulated in the cereal market over the past 117 years."

The executive said, "We will lead the healthy grain trend in a wider range of product categories and develop products with excellent taste and nutrition."

Nongshim Kellogg's first instant rice product will be available in convenience stores, groceries, shopping malls, and other retailers across South Korea. Customers can buy them starting mid-September.

Photo by: Nonsgshim Kellogg Blog