Knorr

Intent

Reinforce its core identity—balancing global quality with local authenticity to help Knorr streamline its brand presence while maintaining its innovation edge.

The challenge

Knorrs is a big brand in the Chinese market. It rates as the No.1 ‘top-of-mind’ awareness brand among chefs in out-of-home ranges and in categories such as Ready-To-Use sauces among consumers at home. The brand is known for its innovative products and meal solutions that enable people to create great-tasting dishes with ease.

In China’s booming RTU market, Knorr rapidly expanded its product range to outpace new entrants, prioritising innovation speed over brand clarity. This led to a cluttered portfolio with a diluted brand image, confusing for consumers. The key challenge was redefining Knorr’s brand essence in this fast-growing market and creating a sustainable format for long-term growth.

Deliver the ‘green magic’ of ready to eat restaurant quality meals.

The idea

Amidst fierce competition in China, where global brands often mimic local ones for authenticity, we aim to let ‘Knorr be Knorr,’ balancing global quality with local authenticity. Knorr stands for ‘All in for better,’ and is dedicated to sourcing globally for delicious, healthy food and creating easy-to-cook RTU recipes. This is Knorr’s ‘Green Magic.’ By highlighting our green brand color, we convey that Knorr empowers the creation of restaurant-quality, delightful dishes that are simple to make and perfect for sharing.

The impact

After the new packaging was launched, Knorr KTSD and RTU Sauce achieved outstanding sales performance. During the Double Eleven Shopping Festival that just ended in 2024, 58 million pieces of KTSD were sold across all channels, and a total of 46 million bags of sauces were delivered to Chinese families.