Knorr, the savoury brand from Unilever UK, is stepping into the Dry Sauces market with a range of new packet sauces – Knorr Gourmet.
With recipes inspired by chefs, Knorr Gourmet uses flavour combinations with a twist.
Consumer research into the Dry Sauces category identified a gap in the market and revealed that consumers are looking for products that are simple to use and enable them to create meals that break away from the usual dinner routine.
The research also indicated that consumers are willing to pay slightly more for a product that is perceived as different as well as premium.
The packaging of the Gourmet range is designed to complement its premium positioning.
The block dark green colouring communicates sophistication and quality and creates stand out on shelf.
The name – Gourmet – is key in differentiating the collection from other dry sauce brands and elevating the status of the range.
Available in three different formats (recipe mixes, sauces and oven bags) for retailers to purchase from August, Knorr Gourmet is being supported by a £4 million marketing campaign including TV advertising, digital engagement, PR and in-store support.
The advert will be live on air in the last quarter of 2012.