Knorr, the UK’s no.1 stock brand[1], is launching a brand-new vegan range to tap into the growing trend for flexitarian diets and to continue to evolve the category with flavoursome new plant-based products.

With a third of the population opting for a flexitarian lifestyle – vegetarian and vegan diets have accelerated into the mainstream. Coupled with the considerable increase in the number of people cooking from scratch over the past few years[2], the new stock pots will help create meat-free meals from scratch that don’t compromise on flavour.

Having identified that some of the nation’s favourite dishes include Mexican, Italian and Thai, Knorr has launched the brand-new Smoked Chilli and Tomato, Paprika and Sundried Tomato and Kaffir Lime and Ginger variants to make it even easier for shoppers to recreate these flavours at home, enabling them to enjoy more variety and flavour than ever before.

The new range is available now and the launch expands Knorr’s ‘Cheat on Meat’ strategy, which is also supported by a £1 million partnership with the Hairy Bikers to inspire and enable 2.5m British families to cook and eat more delicious and nutritious, meat-free meals.

Hazel Detsiny, Managing Director, Unilever Food Solutions & Vice President, Foods & Tea says: “Cooking from scratch is a huge trend right now[3], 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.”

[1] Nielsen Scantrack, 52w/e data to 28th Dec ‘19

[2] Kantar state of the nation 2019

[3] Scratch cooking has seen a large increase across the last two years, lifting around 600 million occasions since early 2017 – Kantar Worldpanel Usage: Total in Home & Carried Out, 52 w/e 14 Jul 19

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