Haryana: Lotte Wellfood Co., a South Korean confectionery company, announced the completion of its first overseas production line for Pepero, the renowned chocolate-coated biscuit stick snack, in India.
According to Yonhap News Agency, the establishment of the Pepero production line at the Haryana plant, managed by Lotte India, followed the company's decision to invest around 33 billion won (US$24 million) in January. Initially, the Pepero products, including the original and a crunchy variant, will be distributed in the Delhi region through various retail channels, with plans to expand distribution across India.
Lotte Wellfood has engineered the chocolate coating to withstand temperatures up to 40 degrees Celsius, specifically to cater to India's hot and humid climate. The company aims to penetrate India's vast confectionery market, valued at approximately 1.7 trillion won, serving a population of 1.4 billion.
The company plans to launch a localized marketing campaign in September, featuring K-pop group Stray Kids, to enhance the brand's appeal among younger consumers. Pepero is currently available in 57 countries, including the United States, Canada, the Philippines, Russia, and Saudi Arabia.