Binggrae expands Russian market reach with PRODEXPO 2025 participation

Binggrae, South Korea’s leading food company, is set to expand its Russian market presence through its participation in PRODEXPO 2025, the largest global food expo in Russia and Eastern Europe. Scheduled to take place in Moscow from February 3 to 7, the event will serve as a strategic platform for Binggrae to showcase its flagship products, forge new business partnerships, and strengthen its position in frozen dessert sales across the region.

With a well-established reputation in Asia, North America, and Europe, Binggrae is leveraging PRODEXPO 2025 to introduce Russian consumers to its premium products, including the internationally popular Melona ice bar, Banana Flavored Milk, and other frozen treats.

Why is Binggrae Targeting the Russian Market?

Binggrae has been steadily expanding its global footprint, with a particular focus on entering high-growth markets. Russia presents a significant opportunity due to its increasing demand for frozen desserts and growing appetite for international food brands.

The company has already made inroads in the Russian Far East, securing shelf space in leading retail chains such as Magnit’s Samberi, Pyaterochka of X5 Retail Group, and Remi. Its products, including Melona, Samanco, and Power Cap, have gained popularity among Russian consumers, paving the way for broader market penetration.

By participating in PRODEXPO 2025, Binggrae aims to accelerate its Russian market expansion by establishing stronger distribution channels, increasing brand visibility, and reinforcing consumer trust in its high-quality frozen dessert sales.

How is Melona Driving Binggrae’s Global Success?

Binggrae’s Melona ice bar has played a pivotal role in the company’s global food expansion. First introduced in 1995 for the Korean community in Hawaii, Melona quickly gained popularity and has since expanded into over 30 countries, including the United States, China, Vietnam, and several European nations.

In North America, Melona dominates frozen dessert sales, securing placement in major retailers such as Costco. The brand’s success is largely attributed to its smooth texture, real fruit flavors, and unique creamy consistency, which distinguish it from traditional ice bars.

In 2024, Binggrae significantly expanded its European presence, securing retail listings in prominent chains such as Albert Heijn in the Netherlands, Tang Frères in France, and Go Asia in Germany. The company reported that Melona’s European sales tripled in the first half of the year, reinforcing its status as a global leader in frozen dessert sales.

Given this strong performance, Binggrae sees an opportunity to replicate its success in Russia. By adapting to local consumer preferences and leveraging its brand strength in frozen desserts, the company aims to position Melona as a household name in the Russian market.

What Role Does Banana Flavored Milk Play in Binggrae’s Expansion?

Another key product in Binggrae’s international strategy is Banana Flavored Milk, a Korean staple since its launch in 1974. Widely regarded as one of South Korea’s most iconic beverages, it has maintained its dominance in the processed milk market for five decades.

Banana Flavored Milk first entered the U.S. market in 2004 and is now available in mainstream retailers across China, Taiwan, Hong Kong, and Southeast Asia. The product’s appeal lies in its nostalgic value, smooth taste, and cultural significance, often appearing in popular K-dramas and films, which has contributed to increased global recognition.

Binggrae’s decision to introduce Banana Flavored Milk in Russia aligns with the growing demand for international dairy products and flavored beverages. By strategically positioning the drink alongside Melona, Binggrae is creating a complementary product offering that caters to Russian consumers looking for premium frozen and dairy-based treats.

How is Binggrae Leveraging Global Food Expos for Expansion?

Binggrae’s global market strategy includes leveraging leading international food expos to introduce its products to new regions. In October 2024, the company participated in SIAL Paris 2024, where it targeted the European market for Melona ice bars. The event contributed to increased retail partnerships and brand recognition across France, Germany, and the Netherlands.

PRODEXPO 2025 serves as the next step in Binggrae’s global expansion, allowing the company to showcase its products to Russian and Eastern European food industry stakeholders. By engaging with distributors, retailers, and consumers at the expo, Binggrae aims to build a stronger market presence in Russia, similar to its success in North America, Europe, and Asia.

A Binggrae spokesperson emphasized the significance of the event, stating:

“PRODEXPO 2025 presents a valuable opportunity to introduce Russian consumers to our signature products. By leveraging the success of Melona and Banana Flavored Milk, we are committed to accelerating our Russian market expansion and further strengthening our position in frozen dessert sales worldwide.”

What’s Next for Binggrae in the Russian Market?

Looking ahead, Binggrae plans to expand its distribution network in Russia, focusing on major retail chains, convenience stores, and specialty grocery outlets. The company is also exploring localized product innovations, such as new flavors tailored to Russian consumer preferences, to ensure long-term market success.

As part of its broader global growth strategy, Binggrae will continue to participate in leading food expos, collaborate with international distributors, and invest in regional marketing efforts to solidify its status as a dominant player in the frozen dessert sales industry.

With its participation in PRODEXPO 2025, Binggrae is taking a significant step toward establishing itself as a key player in Russia’s frozen food market, reinforcing its reputation as a global leader in ice cream and dairy-based beverages.