Food-A “Green” Wave of Beverages

The beverage industry is riding a “green” wave.

Green vegetable juices and raw “living” recipes—formerly considered novelty “health foods”—are becoming more popularized due to a growing rage for “well-being.” Even dairy products seem to need green tea leaves or powder added in to draw consumers’ attention. Restaurants and fast food eateries are also focusing on broccolis and other green vegetables for their main fare, instead of simply using them for garnish.

Green Health Food—

Pulmuone Health & Living has recently renewed their living food product, “Pulmuone Saengsik Sun(純)” (“saengsik” means “raw food” in Korean), which contains multiple grains and fruits, as well as green vegetables. Its list of ingredients includes such nutritional elements as brown rice germ, germinated brown rice, 40-some fruits, fermented vegetable extract, and broccoli extract. Pulmuone explains that the product activates the liver’s anticancer enzyme to facilitate detoxification, and reduces toxins like heavy metals and carcinogens. 260,000 won/set.

Pulmuone Greenjuice sells green vegetable juices tailored specifically for men or women. “Cheongnyeon Sidae” (meaning “Youth Age”), with a retail price of 39,000 won per one month’s supply, targets men, who are prone to vitamin and calcium deficiencies due to stress, exhaustion, and alcohol consumption. “Aloe Plus” is designed to promote women’s skin health and beauty, and costs 60,000 per month.

“Green Foods” on the Rise—

Dongwon F&B recently put out the “Deli Cochon ‘Nokdon’ Ham.” “Nokdon” (or “green pork”) comes from pigs that have been fed fodder with green tea leaves mixed in, and Dongwon uses quality tea leaves grown in Boseong, Jeanlanam-do.

The “Deli Cochon ‘Nokdon’ Ham” is premium-grade, made with 100 percent domestic “nokdon” and containing no starch or preservatives. “Nokdon” is also known to contain less cholesterol and fat than regular pork. The price ranges from 1,500 to 5,600 won according to weight.

Dongwon F&B is also marketing “Tasty Noodles Made with Boseong Green Tea.” It uses aluminum packaging to preserve the aroma of green tea for a longer period, and has a price tag of 1,500 won/300g.

Meanwhile, the dining industry is incorporating broccolis into the main menu, for their high vitamin C, vitamin E, and iron content.

Marché introduced the “Tofu and Broccoli Salad,” which has been popular with young women. The salad combines gently-cooked tofu and fresh broccoli, and costs 1,490 won/100g.

Mr. Pizza came up with the “Feta Rainbow” pizza, topped with large chunks of broccoli and shrimp. It is said to contain fewer calories and to leave a cleaner after taste than pizzas topped with beef or bacon. 18,900 won (regular size) to 26,900 won (large size).

Green Dairy Products—

Maeil put out the “Maeil Brown Rice & Green Tea Milk,” containing germinated brown rice, on June 7. According to Maeil, the new product mixes powdered green tea with germinated brown rice (rich in vitamins, minerals, and dietary fiber) and low-fat milk, for a more active nutritional value. In addition, powdered green tea allows the consumption of nutritional elements normally lost when the tea is strained in water. The price runs at 500 won for 180mL and 1,800 won for 930mL.

Korea Yakult’s spring addition, “Gidarim” (the Korean word for “waiting” given a new twist by using the Chinese characters for “chi,” “tea,” and “forest”) harmonizes the aroma of green tea with the savory taste of buckwheat. The buckwheat used in “Gidarim” contains over 100 times more lutin—which lowers cholesterol levels, blood pressure, and blood sugar, and is good for diabetics—than regular buckwheat. 600 won (180mL can), 2,000 won (1.5L bottle).

In-Jik Cho cij1999@donga.com