Trendsetting Chinese Cuisine

In 2018, Knorr launched three brand-new Chinese-style sauces and needed to promote all three to “Chinese restaurants” across Taiwan. Knorr Fresh Mala Sauce Knorr Spicy Eight-Flavor Fermented Bean Chili Sauce Knorr Red Broth Sauce

Chefs’ habits are hard to change. Chefs at Chinese restaurants tend to be traditional and conservative, and usually already have go-to sauces. Even when offered free trials of new sauces, they remain unwilling to adopt them. How can we change chefs’ perceptions and habits?

Trendsetting Chinese Cuisine Trendsetting Chinese Cuisine: a first-of-its-kind sales model in the industry. We decided not to sell the sauces themselves, but to sell a table of great dishes to restaurants, helping chefs innovate their menus and win over customers. Using the three new sauces, we developed eight innovative Chinese dishes in line with modern dining trends, helping restaurants put them on the menu, earn word of mouth from diners, and in turn encourage more Chinese-cuisine chefs to give the sauces a try.

我們解構現代的飲食趨勢 找到新世代食客的需求與喜好 (ex. 相機先食、健康意識、喜歡動手作…等)