CU announced on the 10th that it will roll out 18 new items in its iced-drink private-brand line, Delafe, starting on the 11th.
Delafe is CU’s pouch beverage line that sells roughly 150 million units a year. It’s become a convenience-store staple thanks to the simple pour-over-ice format, a wide menu, and wallet-friendly prices.
This year, CU has built the Delafe lineup around three pillars: everyday value drinks, trend-driven mixology creations, and premium specialty coffee. The goal is to widen choices and amplify the “convenience-store café” experience so customers can find drinks that match their tastes.
To tap into the growing mixology trend and shared-drinking habits, CU refocused Delafe sizes around 230ml (about 7.8 fl oz). Moving away from mostly large formats to smaller, easy-to-enjoy portions makes sampling multiple flavors more convenient.
CU priced five top-selling Delafe items—Peach Iced Tea, Hazelnut, Black Americano, Sweet Americano, and Blue Lemon Ade—at just 900 KRW (approximately $0.68). Even with a cup of ice, the total comes to around 1,500 KRW (approximately $1.13), boosting their value appeal at the convenience store.
CU will keep the 500ml (about 16.9 fl oz) size for high-demand large-format items: Black Americano, Hazelnut Zero, and Peach Iced Tea Zero.
The company is also introducing trend-forward drinks made using HPP (high-pressure processing), including Watermelon Ade, Ashotchu (iced tea + espresso), Amangchu (iced tea + mango), and Matcha Lemonade.
CU expanded its premium lineup with three specialty coffees sourced from famed coffee regions—Blue Mountain, Hawaiian Kona, and Geisha—so customers can choose a variety of beans even at a convenience store.
The company also plans to introduce differentiated items that reflect current health trends, such as barley-based alternative coffee drinks that recreate coffee flavor.
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