The Honest Farmer Co Ltd, a food company based in Yeongcheon, Gyeongbuk, has launched WELLINUS, a snack brand exclusive to the U.S. market. The brand operates on health-conscious American consumers and features Black Barley Brown Rice Chips, made from Korean-grown black barley as well as brown rice. These chips are free from additives and provide a healthier alternative in the USD 32 billion U.S. savory snack market.
The launch also coincides with the company's participation in the 2025 LA Korean Festival in Los Angeles, marking a strong push into North America amid escalating demand for low-calorie, gluten-free snacks. The chips are 29-32 calories per piece, with 0g trans fat, 0g sodium, and 0g sugar, making them ideal for dieters, families, as well as seniors looking for healthier snack products.
The chips are made in an HACCP-certified facility, bringing Korean premium grains like black barley (rich in antioxidants) and brown rice (providing sustained energy). These products cater to the 68% of U.S. consumers who prefer "clean" processed foods, according to recent trends.
The packaging meets FDA standards, and the name WELLINUS is meant to convey "well in us," emphasizing health, trust, and transparency. The chips are initially available through health food distributors, online stores, as well as organic retailers.
This move follows the company’s success in Korea and is part of a broader aim to expand globally, including efforts in Vietnam. The company foucuses to make Korean grains more popular, turning them into convenient, as well as health-focused snacks. Initial export deals target major e-commerce platforms along with specialty chains, with localized labels to build trust, especially in advancing markets that are leaning towards Asian health products post-pandemic.
Executive Statement
According to company spokesperson, their chips transcend typical snacks, embodying K-snack competitiveness through natural ingredients that match US clean-label momentum.