KNORR is launching its popular stock cubes in a new paper wrapper following a successful pilot in Tesco.
The brand trialled the packaging with its most popular flavour, chicken, and will now roll it out across its wider stock cube range – beginning with its Fish and Lamb in August, with the rest of the core range following across all retailers in September.
Following years of innovation and development, the individual stock cube wrappers will move from a multi-layer aluminium wrapper to a paper wrapper that is recyclable. This ensures that Knorr stock cube boxes and wrappers can now both be recycled whilst still protecting the freshness and quality of the stock cubes, the brand added.
A recyclable icon has also been added to front-of-pack while the side-of-pack includes OPRL (On-pack Recycling Labels) to provide shoppers with clear recycling instructions.
Georgina Bradford, marketing director, nutrition at Unilever UK&I, said, “The significant move to paper wrappers means that our Knorr stock cube boxes and wrappers are now recyclable, meaning more packaging can be recycled at home every day.
“As category leaders, we are committed to maintaining Knorr’s position as the stock cube of choice through big innovation with big flavours and new formats and now through making our wrappers fully recyclable. This is not only important to us, but also to our retailers and our shoppers. With this packaging innovation we are giving our consumers more reasons to choose Knorr when looking to bring big and bold flavours to their dishes.”
