Stock brand Knorr has extended its range of stock pots in the UK to include new mushroom and lamb flavours.
The new variants are gluten-free and will be supported by a £1.5 million marketing investment, Knorr said, tapping into consumer demand for gluten-free products while continuing to highlight the rich flavour that Knorr stock pots add to homemade dishes.
It claimed that the new mushroom stock pot would provide an additional alternative to traditional vegetable-flavoured stock pots and cater to the increasing number of vegan and vegetarian shoppers in the UK, as well as the growing number of meat-eaters choosing to avoid meat occasionally. The lamb stock pot, described as “unique to Knorr”, has been developed to fill a gap in the market for lamb-flavoured stock pots, which the brand said was an untapped concept despite the popularity of lamb as a meat.
Both stock pots also contain no artificial colours, MSG or artificial preservatives – characteristics which appeal to consumers leaning towards a healthy lifestyle, the brand added.
Vanni Cataldi, marketing manager for Knorr and Bovril UK & Ireland, said: “There is a growing demand for free-from products and we want to ensure that our range of Knorr stock pots not only meet this demand but also provide consumers with a wide range of delicious flavours to choose from. The new lamb and mushroom stock pots encourage consumers to trade up from cubes, bringing new shoppers into the category and creating an exciting opportunity for retailers to increase sales.”
The new products follow a revamp of the entire Knorr stock cubes portfolio earlier this year, which saw the brand’s gluten-free messaging initially seeded on pack.
Both new stock pots have a recommended retail price of £1.30 for a four-count pack.
© FoodBev Media Ltd 2020
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