Knorr (brand)

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Knorr Logo 2020.svg
Current logo used since 2019
Product typeFood, beverage
Introduced1838; 184 years ago (1838) in Heilbronn, Germany
Related brandsContinental (Australia)
Royco (Indonesia)
Previous ownersCarl Heinrich Theodor Knorr
Ambassador(s)Carl Heinrich Knorr
Share of the C. H. Knorr AG, issued December 1929
The old logo of Knorr used from 1988 to 2004
The third logo of Knorr used from 2004 to 2019

Knorr (/nɔːr/, /knɔːr/, German: [knɔʁ]) is a German food and beverage brand. It has been owned by the British company Unilever since 2000, when Unilever acquired Best Foods, excluding Japan, where it is made under licence by Ajinomoto. It produces dehydrated soup and meal mixes, bouillon cubes and condiments.

It was known as Royco in Indonesia, Kenya, and the Netherlands, and as Continental in Australia and New Zealand. Knorr is also produced in India[1][2] and Pakistan.[3]


Knorr Cooking Center in Heilbronn

Knorr was founded in 1838 by Carl Heinrich Theodor Knorr (1800–1875). Knorr headquarters are in Heilbronn, Germany. Products previously sold under the Lipton brand are now being absorbed into the Knorr product line. With annual sales topping €3 billion, Knorr is Unilever's biggest selling brand.[4]

An Israeli company, based in Haifa, Israel Edible Products, produces kosher soups for Knorr that are sold in Israel and the United States.[5]

Bouillon cubes[edit]

In 1912, the first Knorr bouillon cube was introduced. Carl Heinrich Knorr began experimenting with drying vegetables and seasoning to preserve nutrition and flavour, which led to Knorr's first launch of dried soups across Continental Europe in 1873. The bouillon cube is typically made from vegetables, meat .


Knorr is available around the world. By 2000, the Knorr brand expanded to nearly ninety countries, from eight countries in 1957.[6][needs update] In Japan, Knorr is owned by Ajinomoto.

In Britain, the brand is known for its association with restaurateur Marco Pierre White.[7][8]

The small red imp-like figure on packaging is known as "Knorrli" and was first used as a brand mascot in 1948.[9]

See also[edit]


  1. ^ "Home". Retrieved 21 July 2018.
  2. ^ Marketing Strategies of Knorr Retrieved 25 September 2021
  3. ^ "Home Page". Retrieved 21 July 2018.
  4. ^ "Knorr | Unilever Global". Archived from the original on 23 January 2011. Retrieved 21 January 2011. Unilever
  5. ^ "IEP makes Knorr soups. (Israel Edible Products, kosher soups for Knorr Foods Co.)". 5 November 1993. Archived from the original on 22 February 2016. Retrieved 21 July 2018.
  6. ^ "Knorr® Kitchen – Our History – Brand Story". 11 June 2015. Archived from the original on 11 June 2015. Retrieved 21 July 2018.
  7. ^ Cooke, Rachel (18 January 2015). "Marco Pierre White: My work was a painkiller – it was where I hid". The Observer. ISSN 0029-7712. Retrieved 5 March 2020.
  8. ^ DeLorenzo, Ike (14 October 2010). "Unsavory Food Writing: The Case of Marco Pierre White". The Atlantic. Retrieved 5 March 2020.
  9. ^ "10 Facts About Aromat: A Typically Swiss Condiment". 12 May 2017.

External links[edit]