UK: Unilever's Knorr makes herbs and spices debut

By Hannah Abdulla | 13 February 2014

Knorr has made its debut into the herbs and spices sector

Knorr has made its debut into the herbs and spices sector

Unilever's Knorr brand is making its debut in the UK's herbs and spices category with the launch of Knorr Flavour Pots.

The products will use the "same patented jelly technology" as the Knorr Stock Pot and Gravy Pot lines, Unilever said.

The company claimed the new product captures "the flavour of fresh herbs and spices with all the convenience of dried".

Vanni Cataldi, brand manager for Knorr at Unilever UK, said: "This is the first time that Knorr has ventured into the herbs and spices category and we are confident that the launch of Knorr Flavour Pots will bring additional growth to the market by encouraging dried herb users to trade up, as well as attracting Stock Pot users into Herbs and Spices with a format they recognise and love."

The launch is supported by a GBP3.5m (US$5.8m) marketing campaign.

"Knorr Stock Pots had a massive impact on the market when we launched them in 2008, helping to grow an already mature sector by 27% in value between January 2008 and December 2010, with three-quarters of this growth being purely incremental. We will replicate this success with Flavour Pots as we know that consumer interest in alternative formats that offer good taste credentials remains strong and we've gone to great lengths to ensure that the new range matches this demand," Cataldi added.

The range will feature five variants - mixed herbs, three peppercorn, curry, garlic and mixed chillies.

They will be sold in packs of four with an RRP of GBP1.59.

Sectors: Condiments, dressings & sauces

Companies: Unilever

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