Knorr has entered the savoury category with the debut of its first Concentrated Liquid Stock range.
Created to benefit from the strong performance of the liquid stock market, the launch combines Knorr’s established flavour reputation with a convenient squeeze format aimed at busy consumers who still want to prepare meals from scratch. The move reflects wider food and beverage industry trends, including demand for practical products that support home cooking.
Responding to liquid stock growth and scratch cooking
The new range arrives as the liquid stock segment records significant momentum, delivering 79% year-on-year value growth.
Changing household cooking routines continue to shape food and drink consumer trends. Shoppers are seeking affordable, adaptable solutions that can enhance everyday recipes while helping them avoid unnecessary waste. The product also aligns with broader food manufacturing trends focused on convenience, portion control and efficient product formats.
Several consumer needs underpin the launch:
- Controlled portioning: The squeeze bottle enables cooks to dispense the exact amount required, whether they are preparing soups, curries, pasta sauces or other dishes.
- Longer-lasting freshness: The clear, recyclable bottle can be refrigerated for up to two months once opened, offering a practical alternative to chilled stocks with shorter shelf lives and supporting food and drink sustainability objectives.
- Quick preparation: The liquid formulation dissolves rapidly and adds a rich, slow-cooked flavour, making it well suited to busy weekday meals and modern food processing technology expectations around ease and speed.
Building the category through innovation and marketing
The range launches in two established flavours, Chicken and Beef. Its early performance is already attracting industry recognition, with the Chicken variant shortlisted in the Cooking Sauces & Pastes category at The Grocer New Product Awards.
“Liquid stocks are driving phenomenal growth in the category, as shoppers increasingly look for speed, flexibility, and precision in the kitchen without compromising on flavour,” says Laura Iliffe, marketing manager at Unilever. “Knorr Concentrated Stock meets this need perfectly, providing a versatile and easy-to-use format that can elevate a variety of dishes.”
“For retailers, this launch presents a major opportunity to drive trade-up while expanding the reach of the liquid stock segment,” Iliffe adds. “By combining Knorr’s familiar brand trust with a premium format, we’re making liquid stock an appealing, accessible option for mainstream shoppers.”
Knorr Concentrated Stock will begin reaching UK grocery retailers from mid-September. An Ambassador Partnership will support awareness and encourage product trial, forming part of the brand’s wider food and drink marketing strategy. The launch extends Knorr’s masterbrand campaign with ambassador Fred Sirieix, who will present shoppers with the new “Squeeze. Stir. Done.” format.
The introduction also reflects wider food and drink industry innovation, as brands and retailers respond to evolving food distribution trends, changing food and drink packaging expectations and the ongoing impact of food and drink regulations across the grocery market.