Bibigo expands gimbap distribution across major US supermarkets

CJ CheilJedang, the parent company of consumer food brand Bibigo, is set to expand the distribution of its frozen gimbap across major U.S. supermarkets, taking advantage of the growing demand for convenient Korean meals. According to the company, sales of Bibigo gimbap in the United States increased by 59% during the period from January to July compared to the same period last year. This surge in sales has led to a more than doubling of the retail footprint for the frozen gimbap.

The frozen gimbap was introduced at Kroger in December 2024 and has since been added to the shelves of 10 mainstream retail chains, including Albertsons, Food Lion, Cub and Meijer. As a result, the number of stores selling Bibigo gimbap has reached 4,734, marking a significant 145% increase from the 1,924 stores that carried the product last year, as reported by CJ CheilJedang.

The company believes that gimbap can follow in the footsteps of dumplings, which have transitioned from being an unfamiliar food item to becoming part of everyday American dining culture. Moreover, the portability of gimbap is seen as a potential advantage, as U.S. consumers are accustomed to eating foods like sandwiches and burritos without utensils. Bibigo gimbap is also marketed as containing 12 grams of plant-based protein, catering to the preferences of health-conscious consumers.