Hecto Healthcare, which owns premium probiotic brand De Simone, has established a foothold in the home-shopping market with a new superfood brand. Hecto Healthcare said on July 7 that its new SuperTable product, "Finland Wild Bilberry NFC 100," sold out the initial quantity prepared during the programme’s debut broadcast on CJ OnStyle’s flagship show "Donggagae" on July 2.

"Finland Wild Bilberry NFC 100" is made from wild bilberries that grow in Finland’s Kvarken Archipelago, a UNESCO World Heritage site. It applies the NFC (Not From Concentrate) 100 percent method, using juice pressed directly from the ingredient without a concentration process. The company said it does not include purified water, additives, preservatives or artificial flavouring.

Market research firm Spherical Insights forecast the South Korean superfood market will grow at an average annual rate of 4.65 percent from 2025 to 2035. Hecto Healthcare operates the SuperTable brand, which introduces natural ingredients from around the world, in line with that growth. After launching "New Zealand Organic Curly Kale 100" last year, it broadened its global portfolio with the new product.

Hecto Healthcare will run a follow-up broadcast on Hyundai Home Shopping on July 15. The product can also be purchased on Coupang, De Simone Mall and Naver Smart Store, among others.

A Hecto Healthcare official said, "We confirmed the growth potential of the SuperTable brand in the market by selling out all the stock prepared for the first home-shopping broadcast." The official added, "We will continue to expand products and distribution channels so that more consumers can experience excellent superfoods from around the world in their daily lives."