On the 24th, Orion disclosed the successful distribution of their acclaimed Turtle Chips in Five Below and Miniso outlets, two of the fastest-growing retail stores in the US. This achievement is thanks to the snack’s increasing popularity among young consumers.
The surge in demand among the youth, influenced by their exposure to Korean culture through K-pop, has been a driving force. Beginning this year, Turtle Chips has even found its way into the snack bars of major global company headquarters like Google and Netflix.
Since March, Turtle Chips have been stocked in all 1,598 Five Below stores nationwide. It also has 52 Miniso outlets, a global discount store catering to daily necessities.
Five Below, often called the playground for teenagers, is a leading low-cost discount chain in the US that sells products priced at $5 or less. Despite the economic downturn in recent years, it has more than doubled its sales and is well-known as a hot spot where the 10-20 age group enjoys a treasure hunt shopping experience.
Turtle Chips, the first K-Food to be introduced at Five Below, is expected to generate approximately $17 million in sales in North America alone this year. This projection follows a substantial increase in sales outlets, including prominent retailers like North American Costco and Sam’s Club.
Last year, the sales of Turtle Chips, produced in Korea and exported to the US, amounted to approximately $10 million. This is nearly a 200-fold increase from the $50,000 level in 2017 when exported to Korean markets.
In the US, Turtle Chips is available in nine flavors: corn soup, spicy, tangy, seaweed, choco churros, sour cream onion, truffle salt, crunch cheese, and mala. The craze is spreading to neighboring countries, with an increase in buyer inquiries. Sales are set to begin in Mexican Costco in the first half of this year.
Orion is contemplating establishing a domestic production facility in the US should the annual sales of a single Turtle Chips product surpass 40 billion won (approximately $33 million).
An Orion spokesperson said, “Turtle Chips is emerging as a leading K-Snack as it is becoming a popular snack at global company snack bars. With our differentiated product strength tailored to local consumer tastes, we will continue to build the Turtle Chips Snack Road that connects all continents from Asia to Europe and North and South America.”
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