KNORROX is a popular brand in South Africa, specialising in beef stock cubes. The product, aimed at a low to mid LSM market, uses the cultural significance of serving beef as a meal in South Africa in order to sell the product as a meat replacement. 

 

This project entails a new strategy to be implemented to market the product to a higher LSM. In a nutshell the strategy has moved away from KNORROX being a meat replacement, to KNORROX being an "Authentic African Flavour". KNORROX is now marketed as an African speciality to add more flavour to meals, thus keeping the previous market share whilst being able to successfully break into a higher market.