Knorr licenses to resume sauce market – 03/10/2023 – Panel SA

After spending 11 years out of the tomato sauce category, Knorr will resume the product, now, through a brand licensing partnership with Cepêra.

In the past, the company operated in the category of sauces with Unilever’s own production and marketing, before selling the segment to Cargill.

The new partnership with Cepêra is part of a brand movement in search of licensing in other categories, such as beans with BR Brands, vegetables with Bonduelle and pasta with Selmi.

“It is a licensing in which we enter with the license of our brand and they pay us royalties and are responsible for producing and developing the product”, says Luciana Guernieri, director of consumer market and new business at Unilever.

According to the executive, Knorr’s interest in returning to the sauces category is based on a perception of brand recall that still resists and also on market expansion data pointed out by Euromonitor, which show an average annual growth rate of 16.2% in the last five years and a total market value of BRL 7.9 billion in Brazil in 2022.

Joana Cunha with Paulo Ricardo Martins It is Diego Felix

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