Knorr has announced the relaunch of its iconic Aromat all-purpose seasoning and the addition of two new flavours - Garlic Aromat and Chili Aromat - to the range, aiming to boost penetration by appealing to younger shoppers and unlocking new growth opportunities for the brand.
Aromat is also getting a fresh new look with a modernised pack design, supported by a wave of in-store activations and a comprehensive social and digital media campaign.
Ideal as a salt substitute and available in an easy-to-use sprinkler format, Knorr’s Aromat is already growing ahead of the seasoning category, [33% vs 18%, Nielsen, MAT 05/2024] and is the third placed seasoning SKU in the market.
The relaunch campaign aims to educate time-poor, younger consumers on the convenience of Aromat for lifting the flavour profile of their favourite dishes and to encourage more penetration into the brand.
First launched in 1952, Knorr Aromat has been a kitchen staple for generations, adding a flavour boost to everything from everyday eggs and salads to special occasion roasts and pasta dishes. The bold new additions to the Aromat range will cater to even more flavour preferences, offering greater choice and versatility in every kitchen.
The relaunch is backed with a social-first brand campaign, with a mix of paid and owned content aiming to showcase Aromat’s versatility across a variety of dishes, as well as introducing the new flavours to consumers. A substantial sampling campaign will also put 200,000 sachets into the hands of shoppers to drive trial. In-store, parasite units also will be placed across grocery stores to ensure Aromat is unmissable this summer.
New Knorr Aromat Garlic and Chili are available in Waitrose and Asda now and will roll-out across other grocery retailers from June.
