Supercube

Client: Knorr

CHALLENGE: Knorr, Unilever's largest food brand, has a mission to get as many people as possible eating healthy vegetables by

"making the good stuff, irresistible". The problem. Some people really, really HATE vegetables. IDEA: "Fussy", "picky", "difficult"... Society labels those of us who struggle to eat veggies. Yet 1 in 4 people are born with a "supertaster" gene (TASR38). This makes certain vegetables such as broccoli, kale, spinach and cabbage taste extremely bitter. The Supercube is the first stock cube developed to reduce certain flavours. And the very first food product made specifically for supertasters. A product that will help a quarter of the population enjoy a healthy, veggie-packed diet. IMPACT: News of the Supercube reached over 144 million – 80% of which has been entirely earned, without media spend. Pre-launch saw an explosion of requests for over 30,000 gene tests in just one week which we sent out across Sweden. At launch, the story was covered by Sweden's top news outlets and beyond. The campaign proved demand: 70% of Swedish consumers intend to buy the Supercube. Knorr is in the process of bringing the product to 5 European markets for Q1, 2026 and believes this to be the first commercial product developed specifically for supertasters. At 25% of the population, this audience represents a huge untapped market and a significant commercial opportunity for Knorr – an opportunity also for the wider food industry to cater to 25% of the population who have been previously unserved by the food industry.