Unilever’s Knorr brand is adopting a bold strategy in the U.S. by focusing on smaller meal options. Known for its popular dishes like chicken broccoli rice and fettuccine alfredo pasta, Knorr has established itself as a favorite at dinnertime. However, as more American consumers shift from traditional three meals a day to five or six smaller meals, the demand for compact offerings has surged. Although the 187-year-old brand has engaged in the mini-meal market globally for years, it wasn’t until the COVID-19 pandemic altered eating habits in the U.S. that Unilever recognized a significant opportunity in its largest food market. According to Circana data provided by Unilever, heat-and-eat dinner occasions have increased by 24% since 2020.
“When we made the decision to enter this market, we knew we had to set ourselves apart,” said Gina Kiroff, Unilever’s chief marketing officer for cooking aids and mini meals in North America, in an interview. “We’re truly aiming to push the boundaries.” This shift into mini meals has allowed Knorr to expand its portfolio beyond traditional side dishes and bouillon, which tend to attract an older demographic and were not generating the shopper interest needed, Kiroff explained. The introduction of mini meals has enabled Knorr to appeal to younger consumers and diverse ethnic groups, particularly Hispanics and Latinos, with the launch of new flavor profiles.
To grow as a brand, Knorr recognized the need for change. In 2023, Knorr entered the U.S. mini-meals market with rice cups featuring flavors like fajita and chicken fried rice. The brand expanded into pasta last year with teriyaki and pad Thai cups. By incorporating protein and fiber into its offerings, along with innovative flavors, Knorr has set itself apart from existing rice cups marketed merely as side dishes rather than complete meals, Kiroff noted. These mini meals have also successfully attracted younger consumers and various ethnic demographics, especially with new flavor introductions.
In crafting these mini meals, Knorr is committed to providing consumers with a well-rounded meal that includes essential nutrients, such as protein from chicken and vitamins from vegetables. Unlike traditional side dishes, which relied on consumers to add protein and veggies separately, the mini meals aim to meet those nutritional needs directly. According to Unilever, mini meals have resonated well not only with college students but also with busy parents who lack the time to cook, as well as night shift workers seeking nutritious options.
Kiroff highlighted that mini meals have become “one of our most successful launches” for Knorr, leading to increased sales and greater consumer awareness of a brand that may not have been top of mind previously. “We are witnessing a positive turnaround in brand momentum,” Kiroff stated. Additionally, as consumers become more health-conscious, Knorr is exploring options to include beneficial ingredients like calcium citrate, recommended dosage of which can enhance the nutrition of their meals. With ongoing development in this area, Knorr aims to solidify its position in the evolving food landscape.