Knorr launches debut range of dry recipe mixes
Unilever stock brand Knorr has diversified its product offering with the launch of its first ever range of dry recipe mixes.
Available now across all channels, the Naturally Tasty premium recipe mixes are made with natural ingredients and are free-from artificial colours, flavours and preservatives. Designed to inspire consumers with new mid-week recipe options, the range features six flavours: Moroccan chicken, spaghetti bolognese, lasagne, tuna Napolitana, beef tagine and chilli con carne.
The launch will be supported with a £3.4 million media investment, which includes a TV advert set to air in October.
Knorr UK & Ireland marketing manager Vanni Cataldi said: “Over the past 178 years, Knorr has become famous for our culinary expertise and quality products. We are now using this experience to launch into the easy cooking market with a unique product offering.
“Our new recipe mixes are full of natural ingredients, which helps address shopper concerns over artificial ingredients used within the easy cooking category. They also use ingredients such as sustainably sourced tomatoes, which give our recipes a great taste.”
The packaging is designed to give the products an authentic “food market feel”, and offer optimum standout. Each packet is lightweight and space-efficient, Knorr said, especially when compared to a jar sauce alternative. Knorr Naturally Tasty products have a recommended retail price of £0.89 per unit.
