Otsuka Pharmaceutical and Korea Otsuka Pharmaceutical, subsidiary of Otsuka have announced, online sales of the whole-soy nutrition bar, ” SOYJOY,” in South Korea from May 2024. SOYJOY will gradually be on sale at Health and beauty (H&B) stores and convenience stores from June, 2024.
Otsuka has been developing and promoting products worldwide under the concept of “Soylution: Soy + Solution” to take advantage of the health benefits of soy. These soy-based products allow people to enjoy the full nutritional benefits — including plant-based protein and soy isoflavones — in a tasty way. Launched in 2006 in Japan, SOYJOY is made from gluten-free dough derived from whole soybeans and enhanced with an assortment of fruits, nuts, and other ingredients to offer diverse textures and flavors. SOYJOY is currently available in five countries and regions.
Dong-A Otsuka, marketed SOYJOY in South Korea from 2007 to 2021. However, KOP has taken over sales of the product, leveraging its strong sales channels, such as H&B stores and e-commerce.
With the growing health consciousness in South Korea, especially the focusing on bar-type products that provide an easy intake of nutrients like protein, Otsuka has introduced four flavors of SOYJOY under the Soylution concept. These items aim to convey SOYJOY’s product value and to highlight a new option for healthy snacking.
