Knorr puts stock in gluten-free variants

Knorr Stock Pots

Knorr has extended its range of Stock Pots to include two new flavours: Mushroom and Lamb.

The new variants are gluten-free and will be supported by a £1.5m marketing investment.

With vegetarianism on the rise and a huge growth in online searches for vegan and vegetarian recipes (+275% and +96% YOY respectively), the new Mushroom Stock Pot will provide an additional option to traditional vegetable flavoured Stock Pots and cater to the ever increasing number of vegan and vegetarian shoppers, as well as the growing number of meat-eaters choosing to follow a “flexitarian” lifestyle.

The new Lamb Stock Pot has been created to fill a clear gap in the market; with Lamb being the fourth most popular flavour after Chicken, Beef and Vegetable, and currently no Lamb Stock Pot available to consumers.

Both new variants contain no artificial colours, MSG or artificial preservatives; characteristics which appeal to consumers leaning towards a healthy lifestyle.

Vanni Cataldi, Marketing Manager for Knorr and Bovril UK & Ireland said: “There is a growing demand for free-from products and we want to ensure that our range of Knorr Stock Pots not only meet this demand but also provide consumers with a wide range of delicious flavours to choose from. The new Lamb and Mushroom Stock Pots encourage consumers to trade up from cubes, bringing new shoppers into the category and creating an exciting opportunity for retailers to increase sales.”

The Stock Pot NPDs closely follow the revamp of the entire Knorr Stock Cubes portfolio earlier this year, which saw the brand’s gluten-free messaging initially seeded on pack.

Knorr Lamb Stock Pot and Knorr Mushroom Stock Pot have an rrp of £1.30 with four Stock Pots per pack.