35 Million Bakery Products Sold... CU Rebrands as 'BAKE405'

Rebranding Three Years After the Launch of the Original BAKEHOUSE 405
14.8% Growth in Differentiated Bakery Sales This Year

On September 3, CU announced that it will be rebranding its differentiated bakery brand 'BAKEHOUSE 405', which was launched in August 2023, to 'BAKE405' after three years.

CU explained that it is making the brand name more intuitive and revamping the packaging. BAKEHOUSE 405 has surpassed a cumulative sales volume of 35 million products by emphasizing reasonable prices and quality. The brand has also enhanced its product competitiveness through collaborations with master baker Lee Seokwon and the French dairy brand Paysan Breton.

CU BAKE405 Rebranding. CU

CU's differentiated bakery sales increased by 35.3% in 2024 and 29.2% in 2025 compared to the previous year, and also rose by 14.8% during the January to August period this year.

The first product to be released under the rebranded line is the 'Marble Cream Series' (each 3,200 won), inspired by the traditional European bread 'babka'. The series features dough twisted with filling to create a marble pattern, and each product is filled with cream that complements the filling.

The new products will be gradually released starting in September. Following the launch of 'Marble Choco Cream Bread' on the 1st, 'Marble Lemon Peach Cream Bread' will follow on the 3rd, 'Marble Strawberry Condensed Milk Cream Bread' on the 9th, and 'Marble Cinnamon Maple Cream Bread' on the 16th.

Shin Eunji, Snack Food MD at BGF Retail, said, "Through this rebranding to BAKE405, we will leverage the product competitiveness we have built over the years to offer customers a new and differentiated bakery experience, and continue to lead the convenience store bakery market."

This content was produced with the assistance of AI translation services.