UK: Unilever launches smaller-pack Knorr stock pots

Knorr Stock Pot shakes things up


Knorr, the number one Stock Pot brand IRI MAT 14 April 2012 from Unilever UK, is revamping its successful Stock Pot. This unique offering from Knorr was launched in October 2008, and, with 65% of its sales being incremental to the category Kantar 52w/e 6th September 2009, revolutionised the static Stocks market. Since then, Knorr Stock Pot has gone on to help grow an already mature Stocks market by 28% in value IRI Full Year 2008 vs latest MAT 12th May 2012.

For 2012, Knorr has improved the architecture of the Stock Pot range to reflect consumer trends. The Rich Beef variant is launching in a 4-pack format, bringing incremental sales to the category, whilst the Fish & Herb Infusion Stock Pots will also be sold in 4-pack format to drive trial and purchase.

Additionally, 8-packs of the Stock Pot range will be newly available in a vertical format to increase stand-out and visibility on shelf and ensure easy differentiation from the 4-pack format.

Lucy Walsh, Senior Brand Manager from Knorr UK comments: "The Stocks category is in positive growth of 5.6% IRI MAT YoY 12 May 2012 and Knorr Stock Pot is the Brand Format driving this at 21.3% year-on-year.  We have made a few changes and extensions to the Knorr range to address the latest consumer trends for trialling new products.

"The 4-pack formats of Knorr Stock Pot will help those consumers who wish to shop on a budget as they have a lower entry price point. Smaller packs in the Savoury category are also appealing to consumers that want to try a new product without the risk of spending a lot the first time they sample a new product."

Available for retailers to buy from the first week in July, the Knorr Stock Pot range is being supported by a £2.3 million marketing spend in 2012 including a new TV advertisement which will air in October 2012.

The RRP* per pack of Stock Pot 8 pack (4 items per case) is; £2.19 (Beef, Chicken, Vegetable) and £2.41 (Rich Beef).

The RRP* per pack of Stock Pot 4 pack (8 items per case) is; £1.30 (Beef, Chicken, Vegetable) and £1.43 (Rich Beef, Fish & Herb Infusion).

Original source: Unilever