Hecto Healthcare’s functional health brand Kim SeokjinLAB launched its infant and toddler iron supplement, “Kids Lipofer Iron Liquid Stick,” on Jan. 13. It is a product for infants and toddlers containing 100% non-heme iron.

The product applies European Lipofer iron from global ingredient company Lubrizol. Lipofer iron is made using micro-encapsulation technology that coats iron particles with plant-based lipids. The company said it improves iron’s distinctive fishy taste and increases ease of intake. Ferric pyrophosphate is certified allergen-free, non-GMO and halal.

It is designed with an intake amount that meets nutritional standards for infants and toddlers aged 1 to 2. It enables iron supplementation suited to growth stages up to around a child’s second birthday. It comes in a green grape-flavored liquid form, and users can take 1 stick a day before or after meals. It excludes 9 additives and excipients, including HPMC, aspartame, silicon dioxide and sugar.

Kim SeokjinLAB will step up efforts to target the kids’ functional health supplement market with the launch. It plans to expand its position as a kids’ supplement brand through synergy with its existing lineup, including De Simone Kids.

On the official De Simone Naver brand store, the first 100 customers will receive a 50 percent discount. All customers who post a photo review will receive 1,000 Naver Pay points. Customers who write a blog review will receive 1 item, either a Mumushu character divided plate or an insulated pouch.

A Hecto Healthcare official said, "As this is the first time many children begin taking iron, we carefully considered ingredient safety, ease of intake and children’s tastes." The official added, "We hope Kids Lipofer Iron Liquid Stick becomes established as a product that helps form healthy iron intake habits for children."