As consumers swap three square meals for smaller, frequent bites, Knorr, the iconic brand known for side dishes and seasoning blends, is riding the wave with its mini meals, driving a global surge in demand.
For 187 years, Knorr has been a dinnertime staple with offerings like creamy pasta and savory rice. However, with eating habits shifting toward five or six mini-meals a day, the brand has seized the moment to expand its portfolio. Market data shows a 24% jump in heat-and-eat meal occasions since 2020, highlighting the trend’s momentum.
“We aimed to create standout meals that pack bold flavors and nutrition,” said Knorr’s chief marketing officer for meal solutions. “It’s about meeting today’s need for convenience and quality.”
Knorr launched its mini meals in 2023 with rice-based dishes like spicy fajita and fried rice, followed by pasta options such as teriyaki noodles in 2024. Unlike its classic side dishes, which assumed consumers would add their ingredients, these cups deliver a complete meal with protein, fiber, and vegetables.
The move has broadened Knorr’s appeal, drawing younger eaters and diverse communities with vibrant, globally inspired flavors. “We had to evolve to keep growing,” the marketing officer said. “Mini-meals are connecting us with new fans.”
By infusing dishes with in-demand nutrients—like chicken for protein and veggies for vitamins—Knorr sets its mini meals apart from competitors’ side-dish offerings. As fragmented eating habits reshape diets worldwide, Knorr’s compact meals are proving to be a recipe for success.