Heodak
Acquired1 known investors
Heodak (์ฃผ์ํ์ฌ ํ๋ญ) operates an online shopping mall selling consumer food products directly to customers in South Korea. The page shown is the site's terms of service and privacy policy rather than product marketing content.
Also known as HEODAK ยท Heodak Co., Ltd. ยท ์ฃผ์ํ์ฌ ํ๋ญ ยท ํ๋ญ
Investors ยท 1
Company profile
researched Aug 2026HEODAK (์ฃผ์ํ์ฌ ํ๋ญ) is a South Korean food manufacturing and distribution company, founded in 2010 and based in Seoul, that produces and sells processed chicken products and protein-based ready-to-eat meals in the packaged food and home meal replacement (HMR) categories.
Its product portfolio spans chicken breast in multiple formats, steaks, bite-size cubes, sausage, protein snacks and drinks, and broader HMR items such as rice bowls and side dishes. The company's own online mall lists shelf-stable and frozen chicken breast and chicken leg products, sauce-coated steaks, konjac fried rice and konjac rice, dumplings, protein granola and chicken breast chips, typically merchandised in multi-pack bundles and mix-and-match promotions.
In January 2022, Fresh Easy โ a portfolio company of SBI Investment Korea, AJU IB Investment, Anchor Equity Partners, NH Investment & Securities and AG Investment โ fully acquired HEODAK for KRW 100 billion, with the stated aim of leveraging HEODAK's protein food products for meal-kit manufacturing and delivery. HEODAK has also been reported as planning to expand from production into online and offline channel distribution and overseas exports.
Business model
HEODAK manufactures and distributes branded processed chicken and health-oriented convenience foods, selling mainly direct-to-consumer through its own e-commerce mall while also distributing via marketplaces and channel partners. It additionally co-develops HMR products and undertakes OEM/ODM production for restaurant and franchise brands. Its online mall also carries third-party brands such as ํ๋ ์์ง, ํธ๋ผ๋ญ, ๋ค๋ค์นํจ, ์ค๋ธ์๋น ์ง๋ญ, ํฌ๋ฅด๋ฏธ and ์ก์ํ ๋ผ alongside its own ํ๋ญ line.
Revenue is generated mainly from direct-to-consumer online sales of branded food products via the company's proprietary mall, plus sales through marketplaces and distribution partners, with additional revenue from co-developed HMR products and OEM/ODM collaborations with restaurant and franchise brands.
Traction
Reported revenue rose 94.9% in 2020 and 72.2% in 2021 before falling 8.2% in 2022. Operating income, EBITDA and net income were negative in each fiscal year from 2019 to 2022, with a 2022 operating margin of -7.8% and net margin of -9.0%.
Latest developments
Following the January 2022 acquisition by Fresh Easy, the company reported 2022 revenue down 8.2% year over year with widened operating and net losses. As of 2026 it is led by CEO Young-tae Ko, and it is reported to be expanding from production into online and offline channel distribution and overseas exports.
โธFull profile โ market position, technology, go-to-market, geography, history, risks & controversies
Market position
HEODAK is an established brand in the South Korean chicken-breast and protein convenience food segment, competing with brands including ํธ๋ผ๋ญ, ๋ค๋ค์นํจ, ์ค๋ธ์๋น ์ง๋ญ, ํฌ๋ฅด๋ฏธ and ์ก์ํ ๋ผ, several of which are also sold on its own mall. It is classified within food, snack foods, health foods and nutritional supplements, and meat, poultry and seafood products, with e-commerce and mobile app verticals.
The company combines in-house manufacturing of processed chicken and protein foods with a proprietary direct-to-consumer online mall, and extends its range through co-developed HMR products and OEM/ODM arrangements with restaurant and franchise brands.
Technology
The company sells through a proprietary e-commerce mall, with e-commerce and mobile app listed among its verticals.
Go-to-market
Direct-to-consumer sales through the company's own e-commerce mall and mobile app, supplemented by online marketplaces and distribution partners, and by OEM/ODM and co-development arrangements with restaurant and franchise brands. The mall uses discount bundling formats such as N+N packs, time-limited price promotions and single-pack mix-and-match assortments.
Korean consumers buying high-protein, calorie-controlled and convenience foods, including chicken breast products, konjac rice dishes, lunch-box style meals and protein snacks.
Geography
Headquartered in Seoul, South Korea, with sales focused on the domestic Korean market through its own mall and partner channels; the company has been reported as planning overseas exports.
History
The company was established in 2010 in Seoul, South Korea. Reported revenue grew from roughly the 2019 base by 94.9% in 2020 and a further 72.2% in 2021, before declining 8.2% in 2022; operating and net results were negative across 2019-2022, with losses widening materially in 2022. In January 2022 the company was fully acquired by Fresh Easy for KRW 100 billion. As of 2026 it is led by CEO Young-tae Ko.
Risks & controversies
The company reported losses at the operating, EBITDA and net income levels in every fiscal year from 2019 through 2022, with margins deteriorating sharply in 2022 alongside a revenue decline.
Compiled by commissioned research from 2 cited public sources โ announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed โ not independently audited.
Timeline ยท 2
launches, deals, and filingsFresh Easy, a portfolio company of SBI Investment Korea, AJU IB Investment, Anchor Equity Partners, NH Investment & Securities and AG Investment, fully acquired HEODAK for KRW 100 billion. The stated rationale was to use HEODAK's protein food products to manufacture and deliver meal kits to consumers.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
โธResearch sources ยท 2
primary sources listed
- Heodakheodak.com ยท web
2 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Heodak do?
- South Korean maker of processed chicken and protein ready-to-eat meals sold direct-to-consumer through its own online mall.
- Who are Heodak's investors?
- Heodak's investors include Kakao Ventures.