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Lotte Welfood has redefined the identity of its dairy processing brand Pasteur to become a ‘milk-based nutrition’ brand. The plan is to go beyond the existing image of a ‘high-quality milk brand’ and develop into a nutrition brand that provides a portfolio of products designed for each life cycle.
Pasteur has been known as a high-quality milk brand that first introduced low-temperature sterilization technology in Korea. However, due to changes in population structure and increasing consumer demand for health and self-care, there has been a need to deliver higher value that includes functional elements beyond simply high-quality milk. Accordingly, Pasteur has decided to expand its product line with enhanced health and wellness elements such as taste, lactic acid bacteria, and protein.
The BI (brand image) has also been redesigned to reflect the new identity. Pasteur's symbolic colors of red, green, and blue are symbolized by three figures to express the brand's high-quality and high-nutrition value. Existing products have also changed in line with the renewal. The representative fermented milk brand 'Kwaebyeon' has been redesigned to emphasize functional elements to reflect the new BI. 'Wipyeonhanharu' fermented milk has been redesigned as a functional food. Pasteur plans to expand fermented milk products that reflect health and wellness elements in the future.
A Lotte Welfood official said, “We are working to go beyond the original taste of milk and transform into a nutrition brand that can be enjoyed by people of all generations,” adding, “We will continue to introduce a portfolio of products for each life cycle that combine functional elements with the beneficial nutrients derived from milk.”
Pasteur's latest brand renewal reflects its commitment to providing differentiated value focused on health and nutrition, reflecting changing consumer needs while maintaining its existing high-quality image.
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