When Knorr set out to expand its footprint across key global markets, the challenge wasn’t merely about selling bouillon—it was about transforming a functional, convenience-driven product into a premium culinary experience. Traditionally known for quick, flavorful solutions, the category had always been commercial, rarely aspirational. But Knorr had its eyes set on something bigger—crafting a richer, more elevated role for its bouillon in everyday cooking.

We dived deep into the world of taste, understanding how premium cues manifest in different cultural contexts. From the kitchens of the US and Germany to the heart of homes in Mexico and the UK, we unearthed the subtle but powerful codes of what consumers perceive as ‘premium’—sustainability, superior quality, and richer flavors layered with authenticity. We saw how modern consumers seek not just convenience, but also conscious choices that reflect their evolving values—flavor experiences that feel indulgent yet wholesome.

Our exploration revealed a clear gap: Knorr needed to move beyond its functional image and own a space where culinary expertise meets emotional connection. Consumers were ready to pay more—but only if the product told a richer story of craftsmanship, care, and elevated taste.

To bring this insight to life, we crafted a strategy that balanced both the hard and soft levers of premiumization. Product and packaging were dialed up to signal quality, while emotional storytelling was woven around Knorr’s ability to enhance not just the taste—but the entire cooking experience. This dual approach allowed Knorr to claim its place as a premium choice, trusted not just for convenience, but cherished for the flavorful richness it brings to every meal.

The result? A roadmap that empowered Knorr to transcend price points, resonate with global aspirations, and elevate bouillon from a simple stock cube to a badge of culinary pride.