Kallø, the challenger brand in stocks, has announced that it is growing ahead of competitors Knorr and Oxo, in a declining segment.
The natural food brand is the only brand on the market that offers exclusively organic ingredients across its full stocks portfolio. The brand is outperforming the category leaders in stock cubes growing by +18% in unit sales in the last 12 weeks, with both Oxo (-0.1%) and Knorr (+2.5%) have performed significantly under over the same period.
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 decline.
The B Corp certified brand partly attribute 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, with organic sales in supermarkets having returned to growth, now worth £2 billion and up by 2.7%.
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 intent. 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.
