Dong-A Pharmaceutical said Wednesday it has launched "Eolbaksa Zero," a zero-sugar version of its hit energy drink that lets consumers enjoy the beverage without sugar or calorie concerns, reflecting the growing zero-sugar trend.
The new product is a follow-up to Eolbaksa, the energy drink that became a massive hit after its launch in June last year.
Eolbaksa Zero contains 1,000mg of taurine and three types of vitamin B, designed to help with fatigue recovery and energy replenishment. Taurine, the most abundant ingredient in Eolbaksa Zero, is known for its amino acid-rich properties that aid muscle recovery, liver detoxification and elimination of harmful oxygen.
The drink features the same lemon-lime flavor as the original Eolbaksa with added carbonation for a refreshing taste. With no added sugars, a single 355mL can contains just 10kcal. Eolbaksa Zero is available at major convenience stores nationwide and on the Bacchus Naver Brand Store. To celebrate the launch, a buy-one-get-one-free promotion will run at convenience store channels starting April 1.
Eolbaksa, jointly developed and launched by GS Retail and Dong-A Pharmaceutical in June last year, surpassed cumulative sales of 2.5 million units within two months of its debut, claiming the No. 1 spot in overall beverage sales. The original Eolbaksa commercialized a popular "convenience store hack" in which consumers mixed an energy tonic and cider over ice in a cup, and the product gained a strong following among younger consumers.
The product's popularity has been attributed to its value for money. Previously, making Eolbaksa required purchasing an energy tonic, cider and a cup of ice separately, but the ready-made product allows consumers to enjoy it at prices up to 32 percent cheaper.
"We launched Eolbaksa Zero to meet the needs of health-conscious consumers who want to enjoy a drink without the burden of sugar and calories," a Dong-A Pharmaceutical official said. "With 1,000mg of taurine, Eolbaksa Zero will provide a boost of energy to consumers exhausted by daily life."
"I Want to Drink Healthy" Craze
Zero-sugar beverages are gaining popularity amid the "healthy pleasure" trend, in which consumers prioritize health. As the number of zero-sugar products grows, the use of sweeteners to replace sugar is also rising. According to the Ministry of Food and Drug Safety, domestic production and imports of sweeteners increased roughly fourfold from 3,364 tons in 2020 to 13,276 tons in 2024. The increase is attributed to growing use of alternative sweeteners such as sucralose, acesulfame potassium, aspartame, steviol glycosides, enzyme-treated stevia and erythritol.
The related market is also growing rapidly. According to Euromonitor, a market research firm, the domestic low-sugar food market grew from 90.3 billion won in 2016 to over 300 billion won in 2022 and is estimated to have surpassed 400 billion won last year.
