and at the same time consumers have become instrumental in leading Market change. They increasingly sophisticated backed by the thriving brought change in the retail foods business for the tourism sector. Shopper by piloting: nutritious meals for years to come. services that are good for them and good for This continues to provide ideal conditions for “Wet Sampling” and “Cross Category As a member of the Unilever family, Knorr is others. They will inspire people to take small growth for the brand which can be seen through Merchandising”. proud to be part of the Unilever Sustainable everyday actions that can add up to a big l a CAGR of 16.52% from 2004 till 2013 and they Driving Host food linkage through Partnerships Living Plan, which drives our 2020 ambitions and difference for the world. They will develop new have a strong position in UAE across all key Foods with key players. commitments. You can find out more about the ways of doing business that will allow them to l categories in which they play. Driving meal inspirations through Recipe Unilever Sustainable Living Plan right here: http:// double the size of our company while reducing l Soups: 30.5% Market share (Nielsen Data) Dispensers instore. unilever.com/sustainable-living. their environmental impact. l Cubes: 13.6% Market share (Nielsen Data) HISTORY A key way for Knorr to contribute towards this The brand essence of Knorr is simple but l Mayonnaise: 27% Market share (Nielsen Data) High quality is Knorr’s food philosophy – one that’s ambition is by reducing the amount of waste effective; Natural Ingredients, Fresh, Flavourful, been years in the making. Their story starts back associated with their products when they are used Great taste, Inspires simple and smart meal ideas. Knorr aim to maintain their strong position in core in 1838, when Carl Heinrich Knorr opened the in peoples’ day-to-day lives. By giving people exciting Knorr love food the way you love food and categories like Soups, Meal Makers and Cubes. first Knorr kitchen in tips on how to use leftovers and sharing easy tips everything they do is done with dedication and ACHIEVEMENTS Heilbronn, Germany, to reduce waste, Knorr aims to inspire people to passion. Its why they go the extraordinary length take small everyday actions that can add up to a big in pursuit of great flavour and why they see their Sustainable sourcing is key to Knorr. In supplying chicory to the coffee industry. difference for the world. role as your inspiring cooking partner. 2010 it established the Knorr Sustainability Knorr bring flavour home - to you, your kitchen Partnership Fund, which awards grants He began to PRODUCT experiment with and your cooking. Knorr don’t just make food, amounting to €1 million every year Knorr has a strong brand heritage which dates back drying vegetables and they live it. to support suppliers and farmers in 175 years. A passion for good food goes right back seasonings, to preserve Knorr is committed to providing their to Knorr’s earliest days. The business was formed in nutrition and flavour, consumers with “Authentic tasting products, made MARKET 1838, when founder Carl Heinrich Knorr pioneered which led to the launch of by using homemade processes and ingredients At Knorr, they want people to enjoy good food any experiments in drying seasonings and vegetables to the first Knorr dried soups day, any time. There’s no reason why everyday meals preserve their flavour and nutritional value. Since across Continental Europe can’t be just as magical as special occasions. then Knorr has become an international brand in 1873. A team of chefs based at Knorr’s headquarters in offering a wide range of bouillons, soups, seasonings, This breakthrough ushered Heilbronn, Germany, help come up with Knorr’s sauces, soupy snacks, dressings and frozen and in a string of advancements, culinary creations, with good food, convenience and ready-made meals. from the introduction of the nutritious ‘Erbswurst’, innovation at the top of the agenda. In the UAE, Knorr offer soups, Meal makers, or pea soup, in 1889, to the pioneering Knorr This passion for good food lies at the heart of Bouillon, Mayonnaise and seasoning. European sauce mix in 1908. Knorr – and it’s the reason why Knorr is Unilever’s At Knorr, we want people to enjoy good food, In 1912 Knorr unveiled something really exciting; number one food brand, sold in 87 countries any day, any time. This conviction lies at the heart the first Knorr Bouillon cube (bouillon is French around the world. of Knorr’s success and they drive this passionately for broth) which later became known as the Knorr Knorr offers a wide range of products from through their marketing campaigns by giving Stock Cube. Now families could enjoy delicious Regular and Instant soups to Meal Makers, Bouillon consumers everyday Meal Inspirations. dishes at home without the need to make stock cubes and Mayonnaise thanks to the culinary skills Knorr is “a key ingredient in many favourite from scratch. This humble little product proved a hit. of its chefs. Knorr embodies a truly global cuisine home-cooked meals.” and they make sure to cater for the tastes of their Always searching for the best flavours consumers in the Middle East with unique recipes RECENT DEVELOPMENTS sustainability-related projects that they are unable Carl Heinrich’s passion and innovation lives on through varied and diverse portfolio offerings. Nutrition and flavour have always been at the heart to tackle alone. This had led to Knorr’s first product through Knorr Chefs and today Knorr products are The rising population of expatriate consumers of Knorr’s products. With Knorr’s New Herb and made from 100% sustainably sourced tomatoes, available around the world. In fact, Knorr products in the previous years with strong household Olive Oil premium cubes, consumers can make launched in 2012, and 24 farms have been are now enjoyed by 320 million people every day to be closer to the real thing.” They take joy in consumption has had a positive impact on Knorr. guaranteed delicious pasta, rice dishes and sauces designated ‘Knorr Landmark Farms’. By the end of and still carry the iconic signature of Carl Heinrich bringing enjoyment in cooking for the housewife The retail industry is also growing at a fast pace with convenience. who is looking for ways to provide variety on the 2012, 59% of Knorr’s Knorr, with whom it all began. dining table for her family and side by side giving top thirteen vegetables Today Knorr’s kitchens are playgrounds to hundreds Things you didn’t know about PROMOTION her the great “Sense of achievement” and herbs were being of real chefs – passionate experts working together Knorr reach their consumers across multiple The brand slogan is: For the love of Flavour purchased from to hone recipes that help you serve up tasty Knorr nationalities through all key touch points be it TV which is reflected through the product offerings, sustainable sources meals time and again. Knorr pride themselves on a ads, Radio, Digital, Outdoor and Instore. Marketing campaigns and brand activities. and, by 2020, 100% genuine understanding of local flavours, providing l Knorr is a trusted and popular brand, recognised great tasting favourites and helping you sample They take pride in their strong heritage of ensuring of all the agricultural and appreciated all around the world. authentic cuisine from other cultures. that people enjoy good food, any day, any time materials used in which they also drive through “What’s for Lunch” l It’s Unilever’s number One brand, with its products will be A sustainable future campaign across Key customers like Carrefour, annual sales of more than €3 billion. sustainably sourced. It’s this commitment to providing you with the Lulu and Coops and always receive a heartening l Knorr products are currently sold in more than l In 2013, Knorr were highest quality food that now leads Knorr to response through their shoppers. 87 countries and it is growing fast beyond its awarded Product of a new future, one that embraces sustainability. Knorr have been participating in Customer European heartland, particularly in Latin America, the Year for Knorr All in They’re investing in new, more efficient processes events like Cooking Event and Food Festival in Africa, the Middle East and Asia. One seasoning Mix. and embracing the principles of sustainability right Carrefour and Lulu and Ramadan is the heart of l The Knorr logo contains the original signature of l In 2014, Knorr won through their business, from seed to spoon. their campaigns. Carl Heinrich Knorr, the founder of the company. the Superbrands award It’s not an easy path, but sourcing their ingredients BRAND VALUES l Knorr Means “Happy Family” in Chinese. for Knorr in UAE. responsibly helps to ensure that they can continue Knorr’s Vision is to help people feel good, look l Knorr products have been displayed in a Museum l Knorr has been to provide families the world over with great tasting, good and get more out of life with brands and in Oslo, Norway. 60 and at the same time consumers have become instrumental in leading Market change. They increasingly sophisticated backed by the thriving brought change in the retail foods business for the tourism sector. Shopper by piloting: nutritious meals for years to come. services that are good for them and good for This continues to provide ideal conditions for “Wet Sampling” and “Cross Category As a member of the Unilever family, Knorr is others. They will inspire people to take small growth for the brand which can be seen through Merchandising”.