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Knorr selects glass for ambient soup line in Europe

Venerable brand takes package design cues from the chilled juice category to bring differentiation and tout the brand’s natural wholesomeness—without losing brand recognition.

Venerable brand takes package design cues from the chilled juice category to bring differentiation and tout the brand’s natural wholesomeness—without losing brand recognition.
Venerable brand takes package design cues from the chilled juice category to bring differentiation and tout the brand’s natural wholesomeness—without losing brand recognition.

Knorr’s passion for good food and flavor goes back to 1838 when founder Carl Heinrich Knorr experimented with dried seasonings and vegetables. Today, Unilever brand Knorr offers bouillons, seasonings, sauces, dressings, frozen- and ready-made meals, and soups and soupy snacks.

Beyond its venerable product lines, Knorr’s longevity can also be traced to its attention to market factors. Take sustainability, for example, where the company’s farming efforts include nurturing local plants and animals to help pollinate and protect their crops, reducing pesticides by “fighting bugs with bugs,” and focusing on ways to save on water used for irrigation.

More recently, parent company Unilever unveiled reusable packaging innovations across nine of its brands, including four new product formats, as part of the Loop™ business model for premium packaging that can be delivered directly to the consumer, then returned and refilled.

This year, Unilever’s Knorr introduced a new range of 100% natural ambient soups packaged in glass bottles across mainland Europe. Glass helps the soups gain differentiation from the multi-material aseptic cartons common in this geographic market. For the new soup package design, Knorr worked with global creative agency Anthem.

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