Knorr, one of the UK’s best-loved stock brands, is set to transform the stock category with the launch of its first-ever liquid concentrated stock. Available in Chicken and Beef flavours, the innovative Knorr Concentrated Stock range is designed to effortlessly elevate everyday cooking, providing a rich, slow-simmered flavour in a modern, convenient format.The launch sees Knorr bring its trusted taste and culinary credibility into the fast-growing liquid stock space, which has grown +79% in value year-on-year. Demand has been driven by shoppers increasingly looking to cook from scratch at home or use a mix of prepared and unprepared ingredients to make quick and cost-effective meals while reducing food waste. Knorr Concentrated Stock taps into this need, providing an accessible, premium option for modern home cooks to enhance the flavour of their dishes.
The key innovation lies in the controllable squeezy dosing, giving home cooks the freedom and convenience to use as much or as little as required for a variety of meals from pasta sauces to soups and curries. The transparent, recyclable bottle stays fresh for up to two months in the fridge after opening, offering strong value and reducing waste. The Chicken variant has already received industry recognition, having been shortlisted in the Cooking Sauces & Pastes category at The Grocer New Product Awards 2026.
Laura Iliffe, marketing manager at Unilever, said: “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. 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. By combining Knorr’s familiar brand trust with a premium format, we’re making liquid stock an appealing, accessible option for mainstream shoppers. With consumers becoming more experimental in the kitchen, we anticipate that the flexibility of the format will unlock new cooking occasions and drive significantly higher usage frequency, bringing incremental sales to the category and providing more choice for shoppers.”
The launch marks the next chapter of Knorr’s campaign partnership with brand ambassador, Fred Sirieix. As the face of the masterbrand’s “Flavour Unlocked” campaign, Fred’s familiar presence will help introduce the new “Squeeze. Stir. Done.” format to shoppers, building on the trust and momentum of his previous work with the brand. The campaign will be backed by shopper marketing and social activity starting in October, ahead of a major TV campaign returning in early 2027.
Knorr Concentrated Stock will be rolling out in the grocery channel from mid-September 2026.
