Knorr-Lipton launches 1st mainstream side dish made with whole grains
Knorr-Lipton Sides Made with Whole Grains Offers a "Whole" New Way to Do Dinner
Whole Grains Council Partnership Supports Launch
December 19, 2005 Knorr-Lipton Sides, a prominent brand within Unilever, has created the first mainstream line of pasta and rice side dishes made with whole grains. Whole grains or foods made from them contain all the essential parts and naturally-occurring nutrients of the entire grain seed. Without preservatives or artificial flavors or colors, Knorr-Lipton Sides Made with Whole Grains provides an easy way to obtain one or more of the 3 whole grain servings (or three 1-ounce equivalents) recommended per day by the USDA food pyramid. The product is available in 4 varieties: Alfredo Pasta, Chicken Pasta, Chicken Broccoli Rice and Sesame Chicken Rice. Knorr-Lipton Sides Made with Whole Grains will be fully available nationwide at grocery, mass and club retail outlets by January 2006.
Consumer Demand and Education
As a global food leader, Knorr-Lipton developed Sides Made with Whole Grains through extensive research and testing, fueled by consumers' desire to eat more wholesome food without sacrificing taste or convenience.
Research indicates Americans eat far less than the recommended 3 servings of whole grains per day. According to a survey of Americans 20 years and older, only 8% percent of study participants consumed the suggested 3 servings per day. A study of U.S. children and teenagers reported that their whole grain consumption was less than 1 serving per day. This is below the minimum USDA recommendation of 1 1/2 servings for children ages 2-3 and much lower than the 3 servings suggested for children 9 and above. Knorr-Lipton Sides Made with Whole Grains is a culinary innovation that helps families meet those guidelines in a way that works with their time-pressed lifestyles.
"The product's initial distribution to retailers and early consumer response has greatly exceeded our expectations," said Barry Sands, Unilever Senior Brand Manager, Knorr World, U.S. "This proves to us that customer interest in Knorr-Lipton Sides Made with Whole Grains is strong, and that we're answering the consumer need for food that is wholesome, tastes good and is easy to prepare."
Partnership with Whole Grains Council
To launch the product publicly, the makers of Knorr-Lipton Sides have joined the Whole Grains Council (WGC), a leading consortium of industry, scientists and chefs working with Oldways Preservation Trust to increase consumption of whole grains for better health. Activity with the Council includes lead sponsorship by Knorr-Lipton Sides of the winter Whole Grains Conference, "Getting Whole Grains to 3," in Orlando (Jan. 18-20, 2006), a joint survey on America's familiarity with and consumption of whole grains, and the use of WGC and chef spokespeople for media opportunities.
"Knorr-Lipton Sides is a wonderful addition to the Whole Grains Council, said Cynthia Harriman, Director of Food & Nutrition Strategies, Oldways Preservation Trust. "Applying the company's respected culinary skill to the whole grains category is of benefit to consumers everywhere."
Fully - Integrated Marketing Campaign
Complementing work with the Whole Grains Council, the brand will initiate extensive in-store and advertising programs for Knorr-Lipton Sides Made with Whole Grains. In select supermarkets, consumers will find recipes and educational material about the product. Accompanying these efforts will be a FSI (Sunday newspaper insert) and radio promotion as well as national print ads by DDB. An Internet advertising campaign will reinforce the off-line elements.
To learn more about Knorr-Lipton Sides Made with Whole Grains, visit web site here For nutritional information and sodium content, see package or Web site for details.
About Knorr
The largest brand within Unilever with $4 billion in sales globally. Knorr brand history dates back to 1838 when Carl Heinrich Knorr pioneered experiments in drying seasonings and vegetables to preserve their flavor and nutritional value. Knorr has grown to become a global brand with a wide range of bouillons, soups, sauces, snacks and ready-made meals.
About Lipton
Lipton Side Dishes have been offering meal ideas for 25 years. With over 40 different varieties, Lipton Sides offer pasta and rice varieties in traditional family favorites, as well as Asian, Cajun and Italian offerings. In August 2005, the brand joined forces with Knorr.