Knorr is making a splash in the savoury aisle with the launch of its first-ever Concentrated Liquid Stock range.

Designed to capture the rapid growth of the liquid stock segment, the new release brings Knorr’s trusted flavour credentials into a modern, squeezy format built for time-poor, scratch-cooking consumers.

Capitalising on category boom & scratch-cooking demand

The launch directly targets booming consumer demand within the liquid stock segment, which has experienced a massive +79% value growth year-on-year.

Driven by shifting home-cooking habits, modern shoppers are increasingly turning to quick, flexible, and cost-effective ways to elevate everyday dishes without generating unnecessary food waste.

Key consumer drivers fuelling the rollout include:

• Precision dosing: the squeeze-bottle design gives home cooks complete control over portion size, allowing them to add as much or as little as needed for soups, curries, and pasta sauces.
• Waste reduction: each transparent, recyclable bottle stays fresh in the fridge for up to two months after opening, helping households cut down on food waste compared to short-life chilled stocks.
• Convenience & speed: the fast-dissolving liquid formula delivers rich, slow-simmered taste instantly, perfect for fast-paced mid-week meal prep.

Category expansion & campaign push

Available in two core variants — Chicken and Beef — the range is already proving its credentials, with the Chicken SKU being shortlisted in the Cooking Sauces & Pastes category at The Grocer New Product Awards.

“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,” says Laura Iliffe, marketing manager at Unilever. “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,” Iliffe adds. “By combining Knorr’s familiar brand trust with a premium format, we’re making liquid stock an appealing, accessible option for mainstream shoppers.”

Knorr Concentrated Stock begins rolling out across UK grocery channels from mid-September. To drive consumer awareness and trial there will be an Ambassador Partnership. The launch marks the next phase of Knorr’s masterbrand campaign featuring brand ambassador Fred Sirieix, who will introduce the new “Squeeze. Stir. Done.” format to shoppers.