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Knorr

Knorr

Company: Unilever

Brand value: $4,512 million

Headquarter city: Heilbronn

Category: Food & Dairy

Year formed: 1838

Knorr was founded in 1838 by Carl Heinrich Theodor Knorr, and has grown into a global food brand sold in around 100 countries. It is best known for its flagship soup and bouillon products, but the huge and constantly updated range of Knorr products includes pasta sauces, other cooking sauces and flavouring products that help consumers create quick and easy flavorsome meals. The Knorr brand is associated with trust and its long heritage, and with the flavor of its products, though the range changes all the time and new lines are launched. Its main competitor, Maggi, also releases new lines regularly; Knorr tends to be seen as more natural, with a green logo and new products without additives. One of its most successful new lines was the launch in late 2015 of the “Naturally Tasty” range, promising all-natural ingredients without including any commonly used food additives. The range launched with just four variants and by late 2017 had expanded to 20 “mealmaker” items, including salad dressings, soups, ketchup and other sauces. The line has been heavily promoted since launch, along with the more recent launch (in 2017) of the “Taste the World” range which enables consumers to easily recreate dishes made famous around the world. This new line features innovative packaging with a viewing window, so shoppers can see what’s inside, and the launch was supported by a dedicated TV campaign. The brand has also been focusing more widely on sustainability, promoting the message “Taste with a good feeling”. Knorr has been owned by Dutch-British FMCG giant Unilever since 2000. Unilever is listed on the New York and Euronext Amsterdam stock exchanges.