Kallø Bucks Stock Cubes Decline With Accelerated Growth
Knorr and Oxo have been dominating the stock cube segment for years, but this year has seen a shift towards a relative newcomer.
Kallø, the challenger brand in stocks, has today announced that it is growing ahead of its competitors in a declining segment.
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The natural food brand, owned by Ecotone UK, is outperforming the category leaders in stock cubes growing by +18% in unit sales in the last 12 weeks2. Both Oxo (-0.1%) and Knorr (+2.5%) have performed significantly under over the same period. Furthermore the brand is also growing ahead of the segment in terms of volume sales growth at +4.1% YoY when both Knorr and Oxo are in decline3.
Offering a key point of difference, Kallø is the only brand on the market that offers exclusively organic ingredients across its full stocks portfolio.
Consumer interest in organic is steadily increasing. Organic food and drink sales in supermarkets have returned to growth, now worth £2 billion, up by 2.7%2.
The brand partly attributes its success to the rising interest in conscious shopping choices, which is driving growth both for the brand and the wider organic food and drink market.
Cynthia Allaglo, Kallø brand manager at Ecotone UK, comments:
Being a fully organic and natural stocks brand means that we can meet the needs of shoppers in a way that a brand like Oxo can’t. Organic is widely known not only for its environmental benefits but for also containing no hidden nasties. In the current climate, where consumers are being more discerning with their shopping choices, organic is the ideal solution.
“It’s a trend that will only continue to grow. There are a group of shoppers that Kantar defines as EcoActives who are driven by high eco and environmental intent4. One-in-three households sit in this bracket now, which is the highest it’s ever been.”
This is also mirrored in Kallø’s shopper demographic. Kallø stock cube shoppers are predominantly younger, aged 35 or under, compared to the market leaders. Oxo typically skews older due to its brand heritage and focus on traditional cooking.
We always anticipate a dip in the stocks category during the summer months when more consumers eat out-of-home and move away from traditional winter dishes like soups and stews which are synonymous with using stocks. With Kallø we’re showing shoppers different ways to cook with stocks that extends into summer cooking occasions. From marinades to sprinkling over a traybake, there are a multitude of ways to elevate home cooking with the addition of a tasty stock.
Cynthia Allaglo, Kallø brand manager at Ecotone UK
Kallø stock cubes are part of a wider brand portfolio which includes stock pots and snacks such as its popular rice cakes and veggie cakes.
Kallø is B Corp certified and strives to be organic and plant based, use only recyclable packaging and diverse ingredients that are good for the planet. Every product is designed with nature in mind.
At Kallø we do things better. We only use carefully selected, honest ingredients to create something extraordinary. We take pride in never using artificial preservatives, colourings or flavourings and never sacrificing on flavour. Our Organic stocks and plant-based rice, corn and veggie cakes are not only brimming with super-tasty ingredients, but made in a responsible way. We are flying the flag for change, as a fully-fledged B Corp, we are always learning and looking for new ways to give back.
Part of the Ecotone UK family, the brand continues to innovate in plant-based products that support wildlife biodiversity and are better for people and the planet. Twitter, Facebook and Instagram
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