Knorr (brand)

Knorr (/knɔːr/, German: [knɔʁ]) is a Heilbronn-based food and beverage brand. It has been owned by the British company Unilever since 2000, when Unilever acquired Best Foods, excluding Japan, where it is made under license by Ajinomoto. It produces dehydrated soup and meal mixes, bouillon cubes and condiments.

Knorr
Current logo used since 2019
Product typeFood, beverage
OwnerUnilever (Ajinomoto in Japan)
CountryGermany
Introduced1838 (1838) in Heilbronn, Germany
Related brandsContinental (Australia)
Royco (Indonesia and Kenya)
MarketsWorldwide
Previous ownersCarl Heinrich Theodor Knorr
Ambassador(s)Carl Heinrich Knorr
Websitewww.knorr.com
Share of the C. H. Knorr AG, issued December 1929
The old logo of Knorr used from 1988 to 2004
The third logo of Knorr used from 2004 to 2019. Still used in the United States.

It was known as Royco in Indonesia and Kenya, and as Continental in Australia and New Zealand. Knorr is also produced in India[1][2] and Pakistan.[3]

History
Knorr Cooking Center in Heilbronn

Knorr was founded in 1838 by Carl Heinrich Theodor Knorr (1800–1875). Knorr headquarters are in Heilbronn, Germany. Products previously sold under the Lipton brand (other than tea) are now being absorbed into the Knorr product line. With annual sales topping €3 billion, Knorr is Unilever's biggest selling brand.[4]

An Israeli company, based in Haifa, Israel Edible Products, produces kosher soups for Knorr that are sold in Israel and the United States.[5]

Bouillon cubes

In 1912, the first Knorr bouillon cube was introduced. Carl Heinrich Knorr began experimenting with drying vegetables and seasoning to preserve nutrition and flavour, which led to Knorr's first launch of dried soups across Continental Europe in 1873. The bouillon cube is typically made from vegetables and meat.

Worldwide

Knorr is available around the world. By 2000, the Knorr brand expanded to nearly ninety countries, from eight countries in 1957.[6] In Japan, Knorr is owned by Ajinomoto.

In the UK, the brand is known for its association with restaurateur Marco Pierre White.[7][8]

In Switzerland, the small red imp-like figure on packaging is known as "Knorrli" and was first used as a brand mascot in 1948.[9]

See also

References
  1. "Home". Knorr.in. Archived from the original on 28 November 2020. Retrieved 21 July 2018.
  2. Marketing Strategies of Knorr Archived 25 September 2021 at the Wayback Machine brandyuva.in. Retrieved 25 September 2021
  3. "Home Page". Knorr.pk. Archived from the original on 13 July 2020. Retrieved 21 July 2018.
  4. "Knorr | Unilever Global". Archived from the original on 23 January 2011. Retrieved 21 January 2011. Unilever
  5. "IEP makes Knorr soups. (Israel Edible Products, kosher soups for Knorr Foods Co.)". 5 November 1993. Archived from the original on 22 February 2016. Retrieved 21 July 2018. {{cite journal}}: Cite journal requires |journal= (help)
  6. "Knorr® Kitchen – Our History – Brand Story". 11 June 2015. Archived from the original on 11 June 2015. Retrieved 21 July 2018.
  7. Cooke, Rachel (18 January 2015). "Marco Pierre White: My work was a painkiller – it was where I hid". The Observer. ISSN 0029-7712. Archived from the original on 16 February 2020. Retrieved 5 March 2020.
  8. DeLorenzo, Ike (14 October 2010). "Unsavory Food Writing: The Case of Marco Pierre White". The Atlantic. Archived from the original on 3 July 2020. Retrieved 5 March 2020.
  9. "10 Facts About Aromat: A Typically Swiss Condiment". 12 May 2017. Archived from the original on 16 October 2022. Retrieved 16 October 2022.
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