Knorr has launched its new Fast & Flavourful Cooking Paste collection, offering home cooks a “convenient and delicious way to elevate weekday meals”.
The launch caters to the rising demand for ‘easy night dinners’, which make up 53% of meal occasions across the UK, with pasta being the top mealtime choice among all adult age groups. The flavours were selected by consumers using AI-enabled technology and are suitable for use in various pasta dishes, as well as roasts, curries and stir-fries.
The Unilever-owned brand pointed to research showing that nearly 50% of the UK population are ‘contemporary’ cooks who are interested in authentic, multisensory ingredient combinations. However, they are often time-pressed, especially when making mid-week meals, and are therefore looking for flavour and inspiration from social media. Knorr’s Fast & Flavourful range aims to recruit the next generation to the cooking aids category as well as lapsed users by bringing “dynamic flavours to the dinner table in a versatile and convenient manner”.
The range comes in four flavours: Sundried Tomato & Herbs, Roasted Garlic & Mushroom, Smoked Chilli & Lime, and Roasted Chicken, Lemon & Pepper. The pastes are made with real ingredients to deliver a “bold burst of flavour with minimal effort”.
The Fast & Flavourful pastes have a 12-week open shelf-life, meaning home cooks can keep them in the fridge and use them across multiple meals.
In line with Unilever’s wider marketing strategy, Knorr will inform shoppers about this new range through a social-first launch campaign, targeting consumers across various touchpoints and introducing them to the pastes category. This includes working with influencers to create recipe content across a variety of dishes, with the aim of reaching a younger audience.
Alongside this, the brand is unveiling POS assets in-store and online to increase visibility of the launch, and sampling will also be taking place in-store.
Knorr Fast & Flavourful Cooking Pastes have launched exclusively in Tesco for three months, ahead of rolling out across further grocery retailers later in the year (RRP £2.49 -165g).
