The pulp of coffee cherries, 'cascara,' was once a discarded by-product, but now it is gaining global attention as a zero-waste food ingredient and a wellbeing beverage rich in antioxidants. As the domestic market also enters its initial formation stage, SNC Solution, which operated the smart home brand 'Heyguard Home,' has signed a partnership agreement with NITA, a Vietnamese cascara-specialized brand, to take the lead in the domestic cascara market.
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The pulp of coffee cherries, 'cascara,' which was previously discarded during the coffee production process, is gaining attention as a zero-waste food ingredient. As interest in upcycled foods and antioxidant-based wellbeing beverages grows, commercialization in the form of tea products is expanding in Japan, the United States, and some Southeast Asian markets, and the domestic market is also entering its initial formation stage.
SNC Solution announced that it has signed a cooperation agreement with NITA, a cascara-specialized brand based in Ho Chi Minh City, Vietnam, and will begin distributing cascara products in Korea. Through this agreement, SNC Solution has secured online distribution rights for NITA products in Korea and has established a structure that allows it to lead pricing policy based on its status as the official importer. An initial quantity of approximately 2,500 units has also been secured.
NITA cascara is an upcycled ingredient made by drying coffee cherry skins, a high-value-added natural material utilizing coffee by-products that were previously discarded. This product not only has a unique flavor but also contains abundant antioxidants, making it suitable for use in teas and beverages. In particular, it is attracting attention as an ingredient that aligns with sustainability and eco-friendly consumption trends, as it reuses by-products generated during coffee production.
SNC Solution's strategy is to expand its business into the lifestyle and wellbeing food sectors, leveraging its accumulated online distribution and brand operation capabilities from running its existing smart home brand, 'Heyguard Home.' The company has a history of being selected as a large corporate partner and has secured consumer communication capabilities through various media experiences, including appearances on KBS broadcasts, major YouTube channels, and influencer marketing.
NITA is a specialized brand based in Ho Chi Minh City, Vietnam, that processes cascara ingredients and manufactures products, sourcing raw materials in cooperation with local coffee farmers.
Lee Min-sung, CEO of SNC Solution, stated, 'We will proactively establish a cascara distribution structure that is not yet fully defined in Korea.' He added, 'Based on official import and online distribution, we plan to expand the market by simultaneously securing price competitiveness and accessibility.'
The cooperation between SNC Solution and NITA is expected to introduce new wellbeing beverages to domestic consumers while contributing to the spread of a sustainable consumption culture that adds value to previously discarded resources. Attention is focused on whether their efforts can successfully establish and expand the domestic cascara market.
