IBR targets U.S. pet market with squeezable supplement snack CHOOLIP

IBR’s pet lifestyle care brand Myvef is launching a full-scale global push with its pet treat CHOOLIP.

The pet market continues to grow in South Korea, but it is even larger in Western countries, including the United States. Unlike people, whose cultures and diets vary by country, pets have few differences in their food needs. Products proven to be bestsellers in South Korea therefore have strong export potential, IBR says. The company is beginning its international expansion with CHOOLIP, starting in the U.S. market.

Myvef first introduced its daily-care treats for cats and dogs, called “Byeoljaristik,” in South Korea. The product attracted strong customer interest and had sold a cumulative 12 million units as of the end of last year.

The treats let owners target specific areas for care and are made with fresh ingredients and healthy nutrients, without harmful additives, to support the health of cats and dogs.

CHOOLIP combines two protein sources, one fruit, one vegetable and supplements selected for their functional benefits, targeting joint, skin, heart, kidney, liver, eye and brain health. Individually packaged for convenience, the treats have a soft texture that makes them easy to eat. Their high palatability also makes them suitable for mixing with food that pets are reluctant to eat or with medication.

With steady sales in South Korea, CHOOLIP has established itself as a healthy treat for cats and dogs. Myvef expects it to gain a foothold quickly in the U.S. market. The product was selected as the company’s first export item after completing preparations for U.S. sales, including receiving U.S. Food and Drug Administration (FDA) approval and ISO 9001 certification.

According to a survey by the American Pet Products Association, about 90.5 million U.S. households—70% of all households—owned pets in 2022. The pet industry has also surpassed $123 billion. Starting with CHOOLIP, Myvef plans to export follow-on products steadily and continue to pursue the U.S. market.

Myvef said it plans to quickly build a U.S. sales network by combining the proven core value of its products with localized marketing, and will do its utmost to reach its 2024 U.S. sales target of 30 billion won in its first full year of exports to the country. The company added that it aims to carry the Korean Wave into the pet industry.