Here’s Everything We Know About BTS’s New Food and Beverage Line
The new brand includes instant noodles and postbiotic beverages.
Image Courtesy of ARIH
Mega-popular K-pop group BTS, currently on a comeback run following a nearly four-year hiatus, is getting into the food and beverage space. The seven-member South Korean boy band, in conjunction with Korean food companies Paldo and hy, is launching a line of “Western-Korean fusion” food products under the brand name ARIH. The line just dropped at Walmart locations nationwide and on walmart.com.
What is the concept behind BTS’s new food and beverage line, ARIH?
Created with direct input from the band, whose members helped shape everything from the concept to the brand name, flavor development and package design, ARIH says it is made to bridge “the in-between spaces of familiar everyday life and new experiences,” blend “East and West, taste and health, tradition and trends,” and create “a new food and beverage experience.”
The name ARIH is derived from the Korean word "ARI," which translates to "fine" and “beautiful.” The additional letter H, at the end, represents “harmony, happiness and health,” the brand explains. ARIH’s products aim to provide "balance, happiness and health in everyday life.”
What products are in the ARIH line?
The product line-up falls into three basic categories: comforting “Modern Noodles,” focus-promoting “Postbiotic Energy Drinks” and balance-offering “Dual Biotic Sodas.”
The Modern Noodle line includes seven flavors of stir-fried noodle products that “redefine traditional instant ramen,” blending Korean and global elements. Each flavor is available in both a pouch and a cup. They “feature ‘liquid soup’ technology” and “fettuccine-style noodles designed to absorb rich sauces.” The noodles are “shortened” so as to be “optimized for fork-based dining to align with global eating preferences,” the brand says.
The flavors are "Gochujang Butter” (band member RM’s favorite) "Soy Sauce Butter” (one of V’s two faves), “Vongole” (a clam variety that Jimin particularly enjoys), "Truffle Bulgogi” (V’s other fave), "Pepper Rabokki” (inspired by a classic Korean street food), and original and spicy "Seaweed Stir-Fried Noodles.”
The Postbiotic Energy Drink line offers “clean energy” beverages made with “two types of natural caffeine” and no sugar, artificial colors, flavors or sweeteners. It comes in seven fruit-based flavors and is “suitable for consumption before physical activities such as exercise,” the brand says.
The drinks are made with four “fermented traditional ingredients” — rice embryo, black garlic, red ginseng and goji berry extract — and four types of postbiotics, which are “materials utilizing inactivated probiotics or their derived components,” according to ARIH.
A brand spokesperson adds that each of the band members have their favorites in this line, as well.
“Suga enjoys the Orange Hour, J-Hope the Orange Hour, Jungkook the Lemon Crest, and Jin the Tropical Wave,” she shares via email.
Last, the Dual Biotic Soda line offers “refreshing, health-oriented” moderately carbonated, low-sugar, low-calorie beverages in seven fruit-based flavors, similar to the energy drink line. The drinks offer pre- and post-biotics, contain 3,000 mg of dietary fiber and are aligned with “the global ‘fiber maxxing’ trend focused on increased fiber intake,” ARIH says.
Here, too, the BTS members have their preferences: “Suga enjoys the Positive Orange, J-Hope the Red Ruby Galore, Jungkook the Clear Lemon, and Jin the Peach Mango Horizon,” the spokesperson says.
Where can you find BTS’s new ARIH products?
ARIH products are now available in Walmart stores nationwide, on walmart.com, and for order via one-hour express delivery services nationally, while supplies last.
Related Content:
