Knorr, one of the UK’s best-loved stock brands, is set to transform the stock category with the launch of its first-ever liquid concentrated stock. Available in Chicken and Beef flavours, the innovative Knorr Concentrated Stock range is designed to effortlessly elevate everyday cooking, providing a rich, slow-simmered flavour in a modern, convenient format.
The launch sees Knorr bring its trusted taste and culinary credibility into the fast-growing liquid stock space, which has grown +79% in value year-on-year[a]. Demand has been driven by shoppers increasingly looking to cook from scratch at home or use a mix of prepared and unprepared ingredients to make quick and cost-effective meals while reducing food waste[b]. Knorr Concentrated Stock taps into this need, providing an accessible, premium option for modern home cooks to enhance the flavour of their dishes.
The key innovation lies in the controllable squeezy dosing, giving home cooks the freedom and convenience to use as much or as little as required for a variety of meals from pasta sauces to soups and curries. The transparent, recyclable bottle stays fresh for up to two months in the fridge after opening, offering strong value and reducing waste. The Chicken variant has already received industry recognition, having been shortlisted in the Cooking Sauces & Pastes category at The Grocer New Product Awards 2026.
Laura Iliffe, Senior Brand Manager at Unilever, said: “Liquid stocks are driving phenomenal growth in the category, as shoppers increasingly look for speed, flexibility, and precision in the kitchen without compromising on flavour. Knorr Concentrated Stock meets this need perfectly, providing a versatile and easy-to-use format that can elevate a variety of dishes.
“For retailers, this launch presents a major opportunity to drive trade-up while expanding the reach of the liquid stock segment. By combining Knorr’s familiar brand trust with a premium format, we’re making liquid stock an appealing, accessible option for mainstream shoppers. With consumers becoming more experimental in the kitchen, we anticipate that the flexibility of the format will unlock new cooking occasions and drive significantly higher usage frequency, bringing incremental sales to the category and providing more choice for shoppers.”
The launch marks the next chapter of Knorr’s campaign partnership with brand ambassador, Fred Sirieix. As the face of the masterbrand’s "Flavour Unlocked" campaign, Fred's familiar presence will help introduce the new "Squeeze. Stir. Done." format to shoppers, building on the trust and momentum of his previous work with the brand. The campaign will be backed by shopper marketing and social activity starting in October, ahead of a major TV campaign returning in early 2027.
Knorr Concentrated Stock will be rolling out in the grocery channel from mid-September 2026.
Frequently asked questions
What is Knorr Concentrated Stock?
Knorr Concentrated Stock is a new liquid stock available in Chicken and Beef flavours that delivers rich, slow-simmered flavour in a convenient squeezable format for everyday cooking. The bottle stays fresh for up to two months after opening, giving home cooks more flexibility and control when preparing meals and scratch cooking.
What can Knorr Concentrated Stock be used for?
Knorr Concentrated Stock can be added directly to dishes during cooking or mixed with water to create stock. It can be used in a wide range of everyday recipes, including soups, curries, pasta sauces, stews, casseroles, gravies and one-pot dishes.
What makes Knorr Concentrated Stock different from stock cubes and stock pots?
Unlike other stock formats, Knorr Concentrated Stock comes in a squeezable bottle that makes it easy to adjust the amount used to suit different recipes and serving sizes. This gives home cooks greater control when adding flavour to meals, without needing to use an entire portion in one go.
What marketing campaign is supporting the launch of Knorr Concentrated Stock?
The launch forms part of Knorr’s ‘Flavour Unlocked’ campaign and will be backed by shopper marketing, social activity and wider brand investment to help drive awareness of the new format.
Who is Fred Sirieix and how is he supporting the launch of Knorr Concentrated Stock?
Fred Sirieix is a French maître d'hôtel and television personality. He is also Knorr's brand ambassador and the face of the brand's 'Flavour Unlocked' campaign. He will help introduce the new "Squeeze. Stir. Done." format to shoppers and drive awareness of the launch'