On the 10th, CU announced it will begin rolling out 18 new items in its Delafe iced-drink private brand starting on the 11th.
Delafe is CU’s pouch beverage line, selling about 150 million units a year. This year, CU reshaped the Delafe range around three pillars: everyday value drinks, trend-driven mixology beverages, and premium specialty coffee.
New trend-forward releases include HPP-treated (high-pressure processed) watermelon ade, "Ashotchu" (iced tea boosted with espresso), "Amangchu" (iced tea with mango), and matcha lemonade.
The premium lineup is also expanding with three specialty coffees made from renowned origins: Blue Mountain, Hawaiian Kona, and Geisha beans.
CU will introduce differentiated, health-conscious options as well, such as a barley-based coffee alternative designed to mimic coffee’s flavor profile.
To match the mixology trend and the growing habit of sharing or combining drinks, CU centered Delafe’s sizes around 230 mL (about 7.8 fl oz). 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).
CU priced its five top-selling Delafe items — Peach Iced Tea, Hazelnut, Black Americano, Sweet Americano, and Blue Lemonade — at ₩900 (about $0.68). Bought with a cup of ice, the total comes to roughly ₩1,500 (about $1.13).
Reporter Jeong Da-eun dandan@etnews.com
