August 2024 – Knorr, the nation’s favourite stock brand[a], is launching a new paper wrapper in the UK. The move to making the wrapper recyclable started with the brand’s most popular variant, its Chicken SKU. Following a successful pilot in Tesco, the brand will now roll out the new packaging across its wider core stock cube range, beginning with its Fish and Lamb SKUs in August, with the rest of the core range following across all retailers in September.
Following years of innovation and development, the individual stock cube wrappers will move from a multi-layer aluminium wrapper to a paper wrapper that is recyclable. This ensures that Knorr stock cube boxes and wrappers can now both be recycled whilst still protecting the freshness and quality of the stock cubes. The move is the latest example of progress towards Unilever’s wider commitment to design packaging for recycling with new innovations. The new paper wrappers will save an estimated eight tonnes of plastic annually[b].
A recyclable icon has been added to front-of-pack while the side-of-pack includes OPRL (On-pack Recycling Labels) to provide shoppers with clear recycling instructions.
Georgina Bradford, Marketing Director, Nutrition at Unilever UK&I, says: “The significant move to paper wrappers means that our Knorr stock cube boxes and wrappers are now recyclable, meaning more packaging can be recycled at home every day.
“As category leaders, we are committed to maintaining Knorr’s position as the stock cube of choice through big innovation with big flavours and new formats and now through making our wrappers fully recyclable. This is not only important to us, but also to our retailers and our shoppers. With this packaging innovation we are giving our consumers more reasons to choose Knorr when looking to bring big and bold flavours to their dishes.”
The launch is the latest move from Knorr as it focuses on reinvigorating category growth through innovation across packaging and flavour. In June this year, the brand extended its Stock Pots range to include Red Wine and White Wine SKUs, to offer consumers the great taste of cooking with wine, with the convenience of not having to open a bottle.