NEW YORK CITY — Knorr is expanding its meal solutions portfolio with the introduction of Knorr Cups, a new single-serve format designed to bring the brand's popular rice and pasta side dishes to consumers looking for convenient meal and snack options on the go.
To support the launch, the company hosted the Knorr Flash Cupping Studio on Thursday at 178 Bleecker St. in New York City. The one-day experiential activation paired complimentary samples of Knorr Cups with brief cupping therapy sessions, offering attendees a chance to relax and recharge during their day.
The event reflects Knorr's strategy of positioning the new product line around convenience, comfort and wellness while tapping into growing consumer interest in self-care. According to the company, 81% of consumers snack as a way to create personal downtime and recharge.
Cupping therapy, an ancient practice that uses specialized cups to promote muscle relaxation, has gained mainstream attention in recent years and is growing at an annual rate of 10.2%. The treatment is widely recognized for the circular marks often seen on professional athletes.
The new Knorr Cups lineup includes eight varieties, split evenly between pasta and rice offerings. Ready in 2½ minutes in the microwave followed by a three-minute rest period, the cups are designed to deliver the familiar flavors of Knorr Rice and Pasta Sides in a portable format.
The pasta varieties include Cheddar Broccoli, Chicken, Creamy Alfredo and Creamy Garlic, while the rice lineup features Cheddar Broccoli, Chicken, Spanish Style and Chicken Broccoli flavors.
