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Transcript of HISTORY ACHIEVEMENTS PRODUCT MARKETuae.superbrandsmena.com/pdf/pdffile1404821417.pdf · This had...

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    Things you didnt know about

    Knorrl Knorr is a trusted and popular brand, recognised and appreciated all around the world.l Its Unilevers number One brand, with annual sales of more than 3 billion.l Knorr products are currently sold in more than 87 countries and it is growing fast beyond its European heartland, particularly in Latin America, Africa, the Middle East and Asia.l The Knorr logo contains the original signature of Carl Heinrich Knorr, the founder of the company.l Knorr Means Happy Family in Chinese.l Knorr products have been displayed in a Museum in Oslo, Norway.

    MARKETAt Knorr, they want people to enjoy good food any day, any time. Theres no reason why everyday meals cant be just as magical as special occasions.A team of chefs based at Knorrs headquarters in Heilbronn, Germany, help come up with Knorrs culinary creations, with good food, convenience and innovation at the top of the agenda.This passion for good food lies at the heart of Knorr and its the reason why Knorr is Unilevers number one food brand, sold in 87 countries around the world.

    Knorr offers a wide range of products from Regular and Instant soups to Meal Makers, Bouillon cubes and Mayonnaise thanks to the culinary skills of its chefs. Knorr embodies a truly global cuisine and they make sure to cater for the tastes of their consumers in the Middle East with unique recipes through varied and diverse portfolio offerings.

    The rising population of expatriate consumers in the previous years with strong household consumption has had a positive impact on Knorr. The retail industry is also growing at a fast pace

    and at the same time consumers have become increasingly sophisticated backed by the thriving tourism sector.

    This continues to provide ideal conditions for growth for the brand which can be seen through a CAGR of 16.52% from 2004 till 2013 and they have a strong position in UAE across all key Foods categories in which they play. l Soups: 30.5% Market share (Nielsen Data)l Cubes: 13.6% Market share (Nielsen Data)l Mayonnaise: 27% Market share (Nielsen Data)

    Knorr aim to maintain their strong position in core categories like Soups, Meal Makers and Cubes.

    ACHIEVEMENTSSustainable sourcing is key to Knorr. In 2010 it established the Knorr Sustainability Partnership Fund, which awards grants amounting to 1 million every year to support suppliers and farmers in

    sustainability-related projects that they are unable to tackle alone. This had led to Knorrs first product made from 100% sustainably sourced tomatoes, launched in 2012, and 24 farms have been designated Knorr Landmark Farms. By the end of

    2012, 59% of Knorrs top thirteen vegetables and herbs were being purchased from sustainable sources and, by 2020, 100% of all the agricultural materials used in its products will be sustainably sourced.l In 2013, Knorr were awarded Product of the Year for Knorr All in One seasoning Mix.l In 2014, Knorr won the Superbrands award for Knorr in UAE.l Knorr has been

    instrumental in leading Market change. They brought change in the retail foods business for the Shopper by piloting:Wet Sampling and Cross Category Merchandising. l Driving Host food linkage through Partnerships with key players. l Driving meal inspirations through Recipe Dispensers instore.

    HISTORYHigh quality is Knorrs food philosophy one thats been years in the making. Their story starts back

    in 1838, when Carl Heinrich Knorr opened the first Knorr kitchen in Heilbronn, Germany, supplying chicory to the coffee industry.He began to experiment with drying vegetables and seasonings, to preserve nutrition and flavour, which led to the launch of the first Knorr dried soups across Continental Europe in 1873.This breakthrough ushered

    in a string of advancements, from the introduction of the nutritious Erbswurst, or pea soup, in 1889, to the pioneering Knorr European sauce mix in 1908.In 1912 Knorr unveiled something really exciting; the first Knorr Bouillon cube (bouillon is French for broth) which later became known as the Knorr Stock Cube. Now families could enjoy delicious dishes at home without the need to make stock from scratch. This humble little product proved a hit. Always searching for the best flavoursCarl Heinrichs passion and innovation lives on through Knorr Chefs and today Knorr products are available around the world. In fact, Knorr products are now enjoyed by 320 million people every day and still carry the iconic signature of Carl Heinrich Knorr, with whom it all began.Today Knorrs kitchens are playgrounds to hundreds of real chefs passionate experts working together to hone recipes that help you serve up tasty meals time and again. Knorr pride themselves on a genuine understanding of local flavours, providing great tasting favourites and helping you sample authentic cuisine from other cultures.

    A sustainable futureIts this commitment to providing you with the highest quality food that now leads Knorr to a new future, one that embraces sustainability. Theyre investing in new, more efficient processes and embracing the principles of sustainability right through their business, from seed to spoon.Its not an easy path, but sourcing their ingredients responsibly helps to ensure that they can continue to provide families the world over with great tasting,

    nutritious meals for years to come.As a member of the Unilever family, Knorr is

    proud to be part of the Unilever Sustainable Living Plan, which drives our 2020 ambitions and commitments. You can find out more about the Unilever Sustainable Living Plan right here: http://unilever.com/sustainable-living.A key way for Knorr to contribute towards this ambition is by reducing the amount of waste associated with their products when they are used in peoples day-to-day lives. By giving people exciting tips on how to use leftovers and sharing easy tips to reduce waste, Knorr aims to inspire people to take small everyday actions that can add up to a big difference for the world.

    PRODUCTKnorr has a strong brand heritage which dates back 175 years. A passion for good food goes right back to Knorrs earliest days. The business was formed in 1838, when founder Carl Heinrich Knorr pioneered experiments in drying seasonings and vegetables to preserve their flavour and nutritional value. Since then Knorr has become an international brand offering a wide range of bouillons, soups, seasonings, sauces, soupy snacks, dressings and frozen and ready-made meals.

    In the UAE, Knorr offer soups, Meal makers, Bouillon, Mayonnaise and seasoning.

    At Knorr, we want people to enjoy good food, any day, any time. This conviction lies at the heart of Knorrs success and they drive this passionately through their marketing campaigns by giving consumers everyday Meal Inspirations.

    Knorr is a key ingredient in many favourite home-cooked meals.

    RECENT DEVELOPMENTSNutrition and flavour have always been at the heart of Knorrs products. With Knorrs New Herb and Olive Oil premium cubes, consumers can make guaranteed delicious pasta, rice dishes and sauces with convenience.

    PROMOTIONKnorr reach their consumers across multiple nationalities through all key touch points be it TV ads, Radio, Digital, Outdoor and Instore. They take pride in their strong heritage of ensuring that people enjoy good food, any day, any time which they also drive through Whats for Lunch campaign across Key customers like Carrefour, Lulu and Coops and always receive a heartening response through their shoppers.

    Knorr have been participating in Customer events like Cooking Event and Food Festival in Carrefour and Lulu and Ramadan is the heart of their campaigns. BRAND VALUES Knorrs Vision is to help people feel good, look good and get more out of life with brands and

    services that are good for them and good for others. They will inspire people to take small everyday actions that can add up to a big difference for the world. They will develop new ways of doing business that will allow them to double the size of our company while reducing their environmental impact.

    The brand essence of Knorr is simple but effective; Natural Ingredients, Fresh, Flavourful, Great taste, Inspires simple and smart meal ideas.

    Knorr love food the way you love food and everything they do is done with dedication and passion. Its why they go the extraordinary length in pursuit of great flavour and why they see their role as your inspiring cooking partner.Knorr bring flavour home - to you, your kitchen and your cooking. Knorr dont just make food,they live it.

    Knorr is committed to providing their consumers with Authentic tasting products, made by using homemade processes and ingredients

    to be closer to the real thing. They take joy in bringing enjoyment in cooking for the housewife who is looking for ways to provide variety on the dining table for her family and side by side giving her the great Sense of achievement

    The brand slogan is: For the love of Flavour which is reflected through the product offerings, Marketing campaigns and brand activities.