CEO Hong Su-yeon of Connect With started this business after she quit her job and went to France. She then promoted Korean food there. That was how it all started. Since then, she took interest in the food industry and started to develop simple-prep food.

AVING News interviewed Hong Su-yeon, the CEO of Connect With, which participated in the MIK HOT SPOT (Made in Korea Online Exhibition) Seoul Food Startup Center.

Please introduce your company and products.

Connected is a food tech company that makes simple-prep food, and it makes healthy foods that even the busiest people of modern days can eat with minimum preparation.

When you eat cereal, you have to get the milk, bowl, spoon, and then wash the dishes after eating. On top of that, you have to store the cereal. That make it very inconvenient. And more importantly, you can’t really estimate how much cereal you ate, and it takes about 10 to 15 minutes to prepare and eat the cereal.

Our product We:Meal Cereal has solved all these problems. It’s a portable cereal that you can easily carry anywhere and shake and drink when you need it.

What are the specialties about the product?

There are already a lot of food like ours. Raw food powder, grain powder, and Labnosh and Meals… They are out on the market for sure. I know that there are many, and we are all used to it. But, what makes our product special is that it contains cereal. When you drink powdered products melted in milk or water, you grow hungry very soon, and you look for food again.

Since our product contains the cereal itself, you can chew it, and it fills you up. And our patented formula keeps the cereal crunch for a longer time in liquid. So, you can have the cereal that’s crunchy until you finish eating.

It was made to dissolve easily, just by shaking four to five times. The powder does not burst, and you can enjoy it more crispy.

Do you have plans to enter the global market?

Cereal is becoming more and more popular in Korea, but it is definitely more enjoyed in the Western world. So, from the beginning of product development, we had the overseas market in mind. So, in 2019, with the support of the French government, we moved into the world’s largest startup campus called Station F and received the accelerating support for three months. We have also experienced the accelerating program in Tel Aviv, Israel from the joint support from the Korea-Israel governments and broadened our perspective and expanded the market.

And, we have established a corporate in Paris, France in July 2019, and we are doing things to enter the European market.

We went out to the world’s largest food expo to meet buyers from all over the world, and now we are working on local production through our French subsidiary and preparing to enter the European market.

What is your company aiming for?

We want to be reborn as a company that provides products that can help take care of our customer’s health while saving time by combining simple and convenient technologies. We are currently developing such products, starting with the We:Meal cereal, and make different kinds of cereal like water cereal and hot cereal, expanding our product line that’s simple.

Seoul Food Startup Center, which participated in MIK HOT SPOT (Made in Korea Online Exhibition) is providing support to the agri-food-related companies come up with innovative ideas and new products. It is supporting food processing technology, licensing, patents, design, and promotional marketing so that agricultural products can be reborn as high-value products. Various startup support services such as ▴Startup training ▴Mentoring ▴Consulting ▴Investment connection are prepared.

The official of the center said, “We are fostering start-up agri-food companies to help develop new competitive products. This is going to lead to the exports of Korea’s excellent agri-food and create more jobs, becoming a new growth engine for Seoul.”

The global news network AVING News has begun holding the MIK HOT SPOT (Made in Korea Online Exhibition) to help small and medium-sized companies enter the market and attract investment 365 days a year’ AVING News has been running online exhibitions since 2005 and had 975 online exhibitions so far. Its YouTube online exhibition has placed itself as Korea’s largest online exhibition hall that opens with 19,000 videos (booths) with more than 800,000 visits per month which means more than 10 million visits per year.

The MIK HOT SPOT online exhibition is scheduled to be held regularly according to the field, target market, and participating institutions, and it will be presented as a new type of online business by transforming the know-hows and values of the participating companies according to the trend. Companies that want to participate can apply and apply through the marketing support projects from supporting institutions in the local governments. Refer to the institutions for more information.

→ Go to MIK Hot Spot (Made in Korea Online Exhibition) special page

→ Go to MIK Hot Spot (Made in Korea Online Exhibition) information page