Knorr, Unilever’s second-largest brand, has reached the €5 billion milestone, driven by the popularity of its bouillon products. These bouillons, known for their authentic flavors and convenience, are key to Knorr’s growth as they resonate with global and local taste trends while attracting new consumers.
Three Years of Unprecedented Growth
Knorr has become a €5 billion brand following three years of exceptional growth. With 600 bouillon cubes sold every minute, the brand dominates the $13 billion global bouillon market. The success of Knorr can be attributed to its commitment to convenience, rich flavors, and a deep understanding of consumer preferences.
A Global Bestseller with a Local Touch
Knorr bouillons are now found in about 60% of the world’s kitchens and professional chefs’ pantries. The brand’s ability to adapt to regional dishes while maintaining its global appeal has been instrumental in its success. Knorr’s range is available in over 90 countries, and its professional line has seen consistent growth in more than 65 markets.
Meeting Consumer Tastes with Superior Products
Knorr’s “glocal” approach—blending global reach with local expertise—has been a key driver of growth. In Latin America, Knorr’s focus on popular local dishes like red rice has led to double-digit growth. In the Philippines, the brand’s chicken bouillon has become a staple ingredient in the beloved chicken tinola dish.
Knorr also addresses local nutritional needs by fortifying bouillons with essential vitamins and minerals in regions where deficiencies are common. For instance, in Ethiopia, Knorr reintroduced stock cubes fortified with zinc to combat widespread zinc deficiency.
Innovating with AI and Accelerating Growth
Innovation is central to Knorr’s strategy. AI has accelerated product development, enabling the brand to create new products like the Knorr Zero Salt Cube by analyzing millions of flavor combinations in days rather than months. This blend of innovation and adherence to core values has solidified Knorr’s position as a €5 billion brand.
Convenience and Quality in Every Kitchen
Knorr’s success is also driven by the convenience it offers to home cooks and professional chefs. The brand’s bouillons deliver authentic flavors quickly, a benefit that has been especially valuable in professional kitchens, where Knorr’s Professional line saw a 15% growth in 2023. Chefs appreciate the reliability of Knorr bouillons for consistent taste and performance.
Staying Ahead of Culinary Trends
Knorr continues to lead in flavor innovation, offering products like the Intense Flavours range, which simplifies the creation of complex flavor profiles such as Caramelized Umami and Deep Smoke. These products are part of Unilever Food Solutions’ Future Menu Trends report, highlighting how Knorr bouillons can be used to create trendy recipes.
Engaging a New Generation of Cooks
Knorr’s bouillons are also crucial in engaging a new generation of home cooks. The brand’s Taste Combo campaign in the US has successfully leveraged celebrity endorsements to promote home cooking. Last year, rapper Cardi B’s affordable twist on the viral Marry Me Chicken dish garnered 2.6 billion impressions, while this year’s campaign featuring rapper Ludacris’s Lemon Pepper Chicken has already reached 2.3 billion impressions.
Reinventing Bouillon for Modern Consumers
Knorr’s ability to innovate while staying true to its core values has transformed bouillon from a cupboard staple to a must-have flavor hack for modern cooks. This adaptability has solidified Knorr’s position as a €5 billion brand and a key player in kitchens worldwide.
