The Honest Farmer Co Ltd, a food manufacturer based in Yeongcheon, Gyeongbuk, announced its entry into the US health snack market with the launch of its export-exclusive brand Wellinus. The company plans to introduce its Black Barley Brown Rice Chips—made only with Korean-grown black barley and brown rice—starting with its participation in the 2025 LA Korean Festival held at Seoul International Park in Los Angeles.

In the US, health-focused consumption continues to grow, particularly within the processed foods category. Demand is increasing for low-calorie, grain-based snacks, as well as gluten-free and additive-free products. The Honest Farmer's chips contain 0g trans fat, 0g sodium, and 0g sugar, with each piece delivering approximately 29–32 kcal, positioning it as an attractive option for clean-label-minded consumers.

The company is currently preparing export agreements with US distributors specializing in health foods, online snack platforms, and organic-focused retailers. Packaging and labeling will also be adapted to meet US regulatory requirements. The brand name Wellinus reflects the meaning "well in us," emphasizing health, trust, and a commitment to clean, transparent food values.

The Honest Farmer expects its US expansion to serve as more than a simple export initiative—marking a strategic step toward becoming a global health snack brand and a key opportunity to demonstrate the competitiveness of K-snacks in North America.