CJ OnStyle's 'Choi Hwa-jung Show' records 17,704 bottles sold, generating approx. KRW 410 million in revenue
Exclusive domestic distribution of New Zealand premium ghee drives strategy to expand retail channels
HLB Pharma (047920) announced that "Milkio Gold," a premium New Zealand-sourced ghee distributed exclusively in South Korea by the company, sold out its entire prepared inventory within 20 minutes of its maiden home shopping broadcast.
The company stated that the product, featured on CJ OnStyle's popular program "Choi Hwa-jung Show," cleared its entire stock of 17,704 bottles—configured in sets of three 500ml units—within the first 20 minutes on air, raking in roughly 410 million won in sales.
Ghee is a type of clarified butter made by melting and simmering regular butter to remove moisture and milk solids. It features a high butterfat content and a richer flavor and aroma than conventional butter.
Milkio Gold is produced using butterfat extracted from milk yielded by grass-fed cows pastured in New Zealand. HLB 제약 directly imports and exclusively supplies the finished goods locally manufactured by Milkio Foods Limited, a specialized New Zealand dairy processor.
The product utilizes a proprietary "High Aroma" technique, which heats and concentrates cream before extracting moisture under a vacuum. Subsequent refining and filtering processes are applied to enhance butter's distinctive flavor profile, the company explained.
According to HLB Pharma, Milkio Gold is free of lactose, casein, and gluten. Based on the manufacturer's analytical data, per 100g of the product contains 3,160mg of butyric acid, 1,200mg of conjugated linoleic acid (CLA), and 16,330mg of oleic acid.
Building on the success of this home shopping debut, HLB Pharma plans to broaden Milkio Gold’s distribution footprint. Capitalizing on robust consumer appetite for premium foods, the company also intends to source additional differentiated products distinguished by superior ingredients and manufacturing processes.
"The complete sell-out of our initial inventory during our first home shopping broadcast clearly demonstrates strong consumer interest in ghee," an HLB Pharma representative said. "Moving forward, we will continue to expand our sales channels and introduce a diverse array of products tailored to evolving consumer demands."
