Summary The Supercube could help a quarter of the population enjoy a healthier, veggie-packed diet – an innovation that had over 30,000 Swedes testing their tastebuds, reached 116 million via earned media and transformed Knorr brand perception. It was inspired by a largely unknown human insight. 1 in 4 people has a gene that makes vegetables taste bitter. They are not “picky” or “fussy” – they are genetic supertasters. The Supercube uses flavour science to reduce perception of the flavours supertasters find bitter – making this the first ever food product developed for supertasters, a huge untapped market for the food industry. Knorr aims to bring the Supercube to 5 European markets in Q1, 2026. Background 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”. But Knorr is perceived as “the Granny in the room” – an old-fashioned “flavourings” brand. The challenge was to reposition Knorr as a fresh-thinking innovator, fully invested in inclusive nutrition. Creative idea “Fussy”, “picky”, “difficult”… Society labels those who struggle to eat veggies. Yet 1 in 4 people is born with gene TAS2R38, known by scientists as the “supertaster gene”. This makes many vegetables such as broccoli, kale, spinach and cabbage taste bitter. It can also result in a lifetime of anxiety around food and avoidance of healthy meal options. So, we invented the Supercube, for supertasters. This is the first food product made specifically for those with the gene, helping a quarter of the population enjoy a healthy, vegetable-packed diet. Unlike usual stock cubes that add flavour, this reduces certain flavours. The cube works its magic with natural herbs, spices and some clever flavour science. Impact News of the Supercube reached over 144 million – 80% of which has been entirely earned, without media spend. Over 30,000 gene tests were requested by the public in just one week.. 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 bringing the product to 5 European markets for Q1, 2026 and believes this to be the first commercial product developed specifically for supertasters, a huge untapped market and a significant commercial opportunity for Knorr and the wider food industry.