Product has a visual identity that unites the personality of the two brands
Knorr is expanding its sauce line with a partnership with Chilli Beans, which has resulted in a combination of red jalapeño and chili peppers. The product features a visual identity that unites the personalities of both brands.
The merger of the companies was designed to spark public curiosity and bring Knorr closer to the most current territory, in addition to indirectly contributing to the brand’s positioning as a symbol of Brazilianness.
“This partnership with Chilli Beans shows that it is possible to combine modernity and youthfulness with the tradition, quality and credibility of Knorr in Brazil. Furthermore, it allows us to make an important move in the pepper category, which has significant growth potential,” highlighted Carolina Riotto, CMO of the Nutrition business unit at Unilever Brazil.
The company led by Caito Maia, which launched in May the expansion project called “Chilli Além de Chilli” to focus on launching products from other categories, joined forces with Knorr in the licensing format.
“What else is more related to Chilli than pepper? Having the opportunity to expand our brand into this new territory is sensational. We are increasingly including Chilli Beans in different moments of our consumer’s routine, contributing to the strengthening of the brand, which already has a market share of 25% in Brazil”, added Maia, founder of Chilli Beans.
