The Supercube is the first food innovation designed for genetic supertasters—1 in 4 people who find vegetables intensely bitter. It uses a precise blend of natural herbs and spices to modulate taste receptors, reducing sensitivity to bitter compounds. Each pack contains 12 foil-wrapped cubes with empowering messages that challenge the label “fussy.” Stirred into sauces or sprinkled on veg, they help supertasters enjoy a healthier, plant-rich diet. Knorr, Unilever’s largest food brand, wants to make vegetables irresistible. But it faces a perception problem: seen as an old-fashioned “flavourings” brand associated with processed food, Knorr needed a bold move to boost relevance among young, health-conscious eaters. Any idea was on the menu. Society labels veggie-avoiders as “picky.” But for 25% of people, the problem is genetic. The TAS2R38 gene—known as the “supertaster gene”—makes veg like broccoli, kale and cabbage taste unbearably bitter, often leading to lifelong food anxiety and avoidance of healthy meals. So we created the Supercube: a first-of-its-kind product that reduces—not adds—specific bitter notes, using only natural ingredients and flavour science. It activates and deactivates taste receptors to ease bitterness for gene carriers. To validate this, we ran the first stigma study into supertasters and found 77% experience negativity, regardless of age. The word “fussy” harms confidence. “Supertaster” reframes it. By building a real food solution with Knorr R&D, not just a comms idea, we had a powerful earned media story—and a way to reposition Knorr as a leader in inclusive nutrition. The idea began in October 2023. Using “predictive flavour modelling,” hundreds of natural ingredients were tested. A Supercube test kit using PROP strips (a scientific test for the gene) created pre-launch buzz. Influencers shared their results, and over 30,000 people requested test kits within a week. The campaign launched on 19 Feb with a brasserie takeover in Stockholm, rebranded “Supertasters,” where confirmed gene carriers tried foods they usually hate—captured in content shared across March–April. Retail rollout is planned for 2025. The campaign reached 144 million—80% earned. Media covered it widely, from Sweden’s TV4 and P4 to the UK’s Daily Mail. Of 500 surveyed consumers, 70% intend to buy Supercube. Those reached via earned media were 80% more likely to buy. 85% now view Knorr as more innovative; 80% see it as inclusive. The Supercube is a proof-of