The taste of success: How Knorr became a €5 billion brand with its love for local flavors
Filipinos know the importance of adding Knorr stock cubes to our favorite dishes like sinigang, adobo, nilaga, and more. But did you know that they’re also a staple for kitchens around the world?
Thanks to what they call their “glocal” (global-local) approach, Knorr has reached a groundbreaking milestone: becoming Unilever’s latest €5 billion (P308 billion)-worth brand. Here’s how Knorr continues to capture the distinct palate of over 90 countries and counting.
Going “glocal”
What does it mean to go glocal? For Knorr, it means anchoring their brand to a region’s beloved dishes. By honoring these local favorites, Knorr is able to have a deep knowledge of regional dishes while remaining a trusted global name.
Through the years, Knorr has made its name a signature ingredient through its seasoning powders, broth cubes, and other offerings to make hearty dishes for all cuisines. From Ethiopia’s chickpea stew, and Thai curries, to our putahe right here in the Philippines, Knorr has successfully made itself an essential ingredient that promises authentic flavors in convenient packaging for kitchens worldwide.
Aside from 600 Knorr cubes being sold globally every minute, Knorr also prides itself in having 80% of the Philippines’ locally-prepared sinigang use Knorr Sinigang Mix.
To celebrate the milestone, Knorr transformed the SM Mall of Asia fountain into a giant bowl of sinigang – complete with huge vegetables, giant steam machines, and even a giant Knorr Sinigang Mix packet. And because sinigang is perfect for those cold rainy days, Lola Amour performed a sinigang remix of their hit song “Raining in Manila.”
Commitment to nourishment
Beyond the fun and flavor, Knorr’s mission also extends to addressing malnutrition. For over two decades, Knorr has introduced nutrition-focused initiatives to make nutritious home cooking affordable and within reach.
In the Philippines, Knorr’s Nutri-Sarap program regularly provides free toolkits and recipe books to promote healthy and affordable meals for Filipino families. One example is the 21-Day Nutri-Sarap Recipes which provides hearty breakfast, lunch, and dinner ideas to help families build good eating habits.
Ultimately, Knorr’s €5 billion milestone reflects their ability to evolve while staying grounded in the people they serve. From Philippine kitchens to the global stage, their “glocal” approach is a testament to the power of lifting up local flavors and focusing on what matters most: Making nutritious food delicious and accessible. – Rappler.com