Knorr is targeting young home cooks with a quartet of “easy” cooking pastes.
The Fast & Flavourful Cooking Pastes range (rsp: £2.49/165g) comprises: Sundried Tomato & Herbs, Roasted Garlic & Mushrooms, Smoked Chilli & Lime, and Roasted Chicken, Lemon & Pepper.
Intended for pasta dishes, roasts, curries and stir-fries, the “highly versatile” pastes are promisted to deliver “a bold burst of flavour with minimal effort”. According to Knorr, the flavours were selected by 1,000 consumers using NIQ’s AI-powered Bases Optimizer tool.
Each paste has a 12-week shelf-life, allowing them to be used over multiple meals. They will hit Tesco on 22 July, where they will be available exclusively for three months, ahead of a wider rollout later this year.
Fast & Flavourful Cooking Pastes presented retailers with an opportunity to “tap into the increasing popularity of the segment with younger shoppers and grow basket value”, said Knorr.
Knorr will back the launch with a social-first campaign, offer samples in-store and work with influencers to spread brand awareness to a younger demographic.
It comes after Knorr launched its #DeliverBetter out-of-home campaign across the US and UK in March, which aimed to discourage consumers from ordering takeaways in favour of cooking at home.
In May, the brand relaunched its Aromat all-purpose seasoning with fresh pack designs and two new variants: Garlic and Chili.
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