BGF Retail (282330), the company behind CU convenience stores, announced on the 10th that it will roll out 18 new additions to its summer iced-drink private label, Delaffe (delaffe), in phases.
Delaffe is CU’s pouch-style beverage brand, selling roughly 150 million units a year.
This year, CU built the Delaffe lineup around three pillars: everyday value drinks, trend-driven mixology beverages, and premium specialty coffee. The goal is to expand choices and reinforce a convenience-store café vibe so shoppers can enjoy drinks that match their tastes.
Responding to the mixology trend—where people combine different drinks—and the growing habit of sharing several beverages, CU refocused Delaffe around a 230 mL (about 7.8 fl oz) size. Moving away from mostly large-format bottles makes it easier to sip, sample more flavors, and mix-and-match items.
CU set the price for five top-selling Delaffe items—peach iced tea, hazelnut, black Americano, sweet Americano, and blue lemonade—at 900 KRW (about $0.68). Even with a cup of ice added, the total is roughly 1,500 KRW (about $1.13), boosting their value appeal.
High-demand large-size items—black Americano, Hazelnut Zero, and Peach Iced Tea Zero—will remain available in 500 mL (about 16.9 fl oz) formats.
New trend-forward offerings using HPP (high-pressure processing, a non-heat sterilization method) include watermelon ade, Ashotchu (iced tea + espresso), Amangchu (iced tea + mango), and matcha lemonade.
The premium lineup was expanded with three specialty coffees made from beans sourced from world-famous regions—Blue Mountain, Hawaiian Kona, and Geisha—so customers can pick from a more diverse range of beans even at a convenience store.
Kim Jang-woong, MD of BGF Retail’s Beverage and Food Team, said the 2026 Delaffe lineup is designed to do more than deliver value: it pairs trendy menu choices with premium coffee so people can enjoy a café-like variety at CU. He added that CU will continue introducing distinctive summer beverages that can serve as little daily pick-me-ups.
