'Will' Leads Korea's Fermented Milk Market with 25 Years of Innovation
Creatrip Team
5 months ago
Hy’s flagship fermented milk, 'Helicobacter Project Will' (윌), launched in 2000 and quickly topped 100 billion KRW in first-year sales. Over 25 years the product has been revised 11 times using in-house research: a low-fat version in 2010 (55% less fat, 20% fewer calories), a 2014 recipe reducing sugar by 25%, introduction of a proprietary stomach-health probiotic 'HP7' in 2017, a 2022 upgrade with 50 mg of a novel approved ingredient from mulberry leaf extract (꾸지뽕잎 추출물), and this year a formula containing a natural peony-extract complex (작약추출물등복합물) with the brand’s first dual-format design combining a tablet and liquid. Will now sells about 300 billion KRW annually as a single product within Korea’s nearly 1.94 trillion KRW fermented milk market. Hy says it will continue to base product development on scientific evidence to set standards for everyday health.
