Knorr

Let’s bring magic to everyday meal moments 

Knorr believes that good food matters! Everyday meals can be just as magical as special occasions. Food is not just fuel; it really is the glue of life. This conviction lies at the heart of Knorr's success – on a global scale Knorr is Unilever's no. 1 brand.      

The journey of Knorr magical food begins…

Established as early as 1873, Knorr was created with the purpose of providing high quality dried soups. Carl Heinrich Knorr, born in 1800, created the company from practical knowledge acquired during his time as a wholesaler of agricultural goods. He died 2 years after the company was founded but his legacy lives on as Knorr is known today for chef men ship and magical food.

Knorr magic comes to Pakistan…

Knorr came to Pakistan in 1992 with the launch of Knorr Chicken Cubes. It was an instant hit in the market as Pakistan was faced with a time when the idea of good tasting, instantly ready food was a highly appreciated concept. In the passing years Knorr introduced multiple Savoury and Meal Maker categories.

What Magic do we offer…

In Pakistan, Knorr has grown phenomenally in a short span of time. It has leveraged its global leanings and combined them with strong local insights to offer a unique portfolio of products. Knorr products owe their tastes and flavours to the culinary skills of its chefs which is why consumers see Knorr as a passport to magical food. Knorr offers a wide range of food products to Pakistani consumers including cubes, noodles, sauces, soups and meal makers. 

Noodle Fun

The Knorr brand expanded its product line in 1993 by launching the Instant Noodles range in Pakistan which has become the brand of choice for kids over the years. Exciting new flavours developed to suit local taste palette has been a major source of gain which has continued to make food “No more boring” for the kids.

In 2010, Knorr took a step forward and introduced a locally produced cartoon series by the name of Knorr Quest for Noodles Pot which takes kids into a land of adventure and excitement. Knorr Quest, through its cartoon series, encourages the spirit of adventure, imagination and out of the box education. The dramatic story telling, compelling characters with celebrity voiceovers and exciting animation in each of the three episodes makes the Knorr Quest message fun, powerful and extremely popular among children.

2010 also saw the launch of new Knorr Soupy Noodles combining fun of noodles with the health of soup in 2 new exciting variants, Chicken Delite and Mast Masala, that have resonated very well among children and mothers.

Making Ordinary Dishes Special

Keeping up with its tradition of making everyday meals magical, Knorr re-launched its Knorr Chicken Cubes in July, 2011. The new Knorr chicken cube gives your ordinary dishes an enhanced taste and flavour of chicken, making your everyday meals a special treat.

Knorr Chicken Cubes includes extracts of real chicken, as well as herbs and spices which allow each dish to get a better taste and smell. The new cube also has less salt content.

The campaign was launched in full force with a new thematic TVC. This was complimented with extensive content integration across the top cooking and entertainment channels. Five of the country’s top chefs specially created recipes using Knorr Chicken Cubes. These chefs also made appearances in events conducted across Karachi and Lahore. Product trials were also carried out across the main cities through wet sampling, resulting in an over-whelming response.

Knorr Global Facts

• Knorr is Unilever’s no.1 brand, with annual sales of more than €4 billion
• Knorr products are currently sold in more than 80 countries worldwide and it is growing fast beyond its European heartland, particularly in Latin America, Africa, the Middle East and Asia.
• In Germany, more than a billion salads are served with Knorr ‘Salatkronung’ dressing mixes each year.
• The Knorr logo contains the original signature of Carl Heinrich Knorr, the founder of the company.               

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