Knorr is hoping to tap into the growing trend for flexitarian diets and scratch cooking with a new range of vegan stocks.
Smoked Chilli & Tomato, Paprika & Sundried Tomato and Kaffir Lime & Ginger variants aim to make it easier for consumers to recreate Mexican, Italian and Thai dishes at home.
With a third of the population opting for a flexitarian lifestyle, vegetarian and vegan diets have accelerated into the mainstream. Coupled with the increase in the number of people cooking from scratch over the past few years (Kantar state of the nation 2019), the new stock pots will help create meat-free meals from scratch that don’t compromise on flavour.
The range expands Knorr’s ‘Cheat on Meat’ strategy, which is also supported by a £1m partnership with the Hairy Bikers to inspire British families to cook and eat more nutritious meat-free meals.
Hazel Detsiny, managing director, Unilever Food Solutions & Vice President, Foods & Tea, said: “Cooking from scratch is a huge trend right now, as is the desire to eat less meat. People want ideas and help to make sure the new dishes they are creating taste great. Our new vegan stock pots are great for this, they add depth of flavour to vegetarian or vegan dishes and the continued growth in the category clearly reflects this. These exciting new flavour variants, which reflect the way people are cooking and eating, provide easy ways to add punch to scratch-cooked meals.”
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