CU is launching 18 new varieties of its iced-drink private label Delafe — the convenience store’s summer staple — rolling out starting on the 11th.
Delafe, CU’s pouch-drink line, moves about 150 million units a year. You simply pour it over ice — its convenience, broad menu and wallet-friendly prices have made it a go-to convenience-store pick.
This year CU built the Delafe lineup around three pillars: everyday value drinks, trend-led mixology creations, and premium specialty coffees. The goal is to broaden choices and boost that convenience-store café vibe so customers can grab drinks that match their tastes.
To tap the mixology trend — and the growing habit of sharing and sampling multiple drinks — CU re-centered Delafe around a 230ml size (about 7.8 fl oz). Shifting from mostly large bottles to a lighter serving makes sipping easier and encourages customers to try more flavors.
CU priced five of Delafe’s best-sellers — peach iced tea, hazelnut, black Americano, sweet Americano, and blue lemonade — at just ₩900 (about $0.68). Even with a cup of ice, the total is roughly ₩1,500 (about $1.12), keeping these choices seriously budget-friendly for a convenience-store café run.
High-demand, large-volume items — like black Americano, Hazelnut Zero, and Peach Iced Tea Zero — will remain in 500ml (about 16.9 fl oz) sizes. After analyzing years of sales data, CU fine-tuned this year’s Delafe assortment by price, size and flavor offerings.
Using HPP (high-pressure processing), a non-thermal sterilization method, CU is introducing trend-forward drinks such as watermelon ade, Ashotchu (iced tea + espresso), Amangchu (iced tea + mango), and matcha lemonade.
CU also expanded its premium lineup with three specialty coffees sourced from world-famous origins — Blue Mountain, Hawaiian Kona and Geisha — so customers can choose distinct beans even at a convenience store. The chain will also roll out differentiated, health-conscious items, including a barley-based coffee alternative that mimics traditional coffee flavor.
