Knorr: a revolution in stock
Knorr helps home-cooks provide natural and nutritious meals for their families in a convenient way. This story describes the transformation of one of Knorr’s iconic products: the bouillon cube.
Natural, nutritious and delicious foods
Bouillon cubes are used around the world to add the base flavour to dishes such as sauces, soups and stews.
The format of the bouillon cube has been around for over a century, and people around the world have made it a central part of their cooking. However, even with a trusted product that people love, there is always room for innovation. Knorr is now launching the biggest innovation in stocks and bouillon for nearly 100 years: a little pot with an authentic bouillon: Knorr Stock Pot.
Closer to home
By interacting closely with consumers, we realised that the jelly format of Knorr Stock Pot is very close to home-made bouillon in how it looks and smells and how you use it. Unilever chefs and product developers worked closely together to cook and stabilise, in a natural way, rich bouillons with big and fresh pieces of vegetables and herbs. We have applied for patents around this innovative technology.
Knorr Stock Pot is easy to use and melts naturally into food, developing a great aroma and taste, while keeping the salt dosage in the end dish flexible. The protected packaging locks in the goodness of the bouillon, requiring no artificial preservatives.
Global launch of Knorr soups
Consumers around the world are enjoying Knorr Stock Pot. The first country to launch in 2007 was China, where there was no bouillon cube market, and soup-consumption is very high. Chinese home-cooks love the convenient way to create the dense soups their mothers and grandmothers made. Now, home-cooks in the UK, Ireland, France, Spain, Belgium, Greece and many countries to follow are expanding their repertoire and creating wonderful, wholesome dishes for their families.
 Knorr Stock Pot (as it is called in the UK) is on the market under locally relevant names, such as Marmite de Bouillon in France, Bouillon Potje in Belgium and Dense Soup Treasurein China.
Global launch in other markets
Since we first introduced Dense Soup Treasure (as it is called in China) in 2007, we have launched into 13 markets across Europe. And at the start of 2010, we moved into Mexico and Brazil, so now home cooks on a whole new continent are expanding their repertoire and creating wonderful, wholesome dishes for their families.
Each country in which we launch delivers significant market share. For example, in Ireland, we recorded above 30% and in the UK over 15% equated to 650,000 new households entering the category.
Most of this is due to Unilever growing the market. In other words, new users attracted to the category who had previously prepared their stock from scratch or consumers who are now using bouillon more frequently.
Such is the success and appeal of the products, they have been endorsed by renowned chefs including Marco Pierre White in the UK, René Schudel in Switzerland and Jordi Cruz in Spain.