Does Your Rice Dish Have What It Takes to be the Most...

Does Your Rice Dish Have What It Takes to be the Most Arrozisima?

Knorr launches national recipe competition for best rice dish and, for the first time, prints consumer-generated content on its labels


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ENGLEWOOD CLIFFS, N.J., April 20 /PRNewswire-HISPANIC PR WIRE/ — When it comes to preparing a home-cooked meal, Latinas have been sharing their delicious recipes from generation to generation. Whether you have developed your own original recipe or continue to honor your Abuelita by recreating her favorite rice dish, Knorr(R) is searching for the best rice recipe in America with Recetas Arrozisimas, a national recipe contest that invites Latinas to share their favorite recipes and, for the first time in the brand’s history, be featured on Knorr’s label.

According to a 2007 study by Yankelovich Multicultural, nearly nine out of 10 Latinos say they cook Hispanic recipes as a way to stay connected with their Hispanic culture and heritage – and Hispanics tend to cook nearly four dishes from scratch daily. Given that 14 percent of these are rice dishes, Knorr is celebrating Hispanics’ love for cooking and putting the best recipes to the test(1). In fact, Knorr will honor three semifinalists by dedicating space on its 2.2 lb. label to highlight their recipes.

“Knorr is known in nearly all Hispanic households around the world – we are the brand they grew up with and trust,” said Donna Barker, Marketing Director for Knorr. “They rely on us to keep their favorite and authentic recipes alive and add zest to new ones. We are excited to give Latinas a chance to share their family recipes with the whole country.”

Through May 9, 2010, consumers can submit their favorite rice recipes at KnorrSabor.com, by mail, or in person at participating retailers. Three final recipes will be selected by the Knorr test kitchen to win $2,000 each and be featured on the 2.2 lb. label. The new labels will hit the shelves in all major retailers by the end of August.

During the second phase, which runs through October 24, America gets to prepare the three final recipes featured on the Knorr package and pick their favorite by casting their ballot at KnorrSabor.com, by mail, or in person at the grocery store. In addition to having his or her face and recipe recognized nationwide, the grand prizewinner will receive an additional $5,000.

For contest rules, mail-in entry details and additional information, please visit KnorrSabor.com. No purchase necessary. Void where prohibited.

About Knorr

Knorr Bouillon is available in both Granulated and Cube form in flavors that include: chicken, tomato/chicken, beef and others across all major grocery stores and mass retailers. For varieties, recipes and other exciting ways to use Knorr Bouillon, visit www.knorrsabor.com.

About Unilever North America

Unilever works to create a better future every day. We help people feel good, look good and get more out of life with brands and services that are good for them and good for others. Each day, around the world, we serve over two billion consumers. In the United States, Canada and the Greater Caribbean (Trinidad & Tobago, Dominican Republic, Puerto Rico) the portfolio includes brand icons such as: Axe, Becel, Ben & Jerry’s, Bertolli, Blue Band, Breyers, Caress, Country Crock, Degree, Dove personal care products, Hellmann’s, Klondike, Knorr, Lipton, Omo, Popsicle, Promise, Q-Tips, Skippy, Slim-Fast, Suave, Sunsilk and Vaseline. All of the preceding brand names are registered trademarks of the Unilever Group of Companies. Dedicated to serving consumers and the communities where we live, work and play, Unilever employs more than 13,000 people across North America – generating nearly $10 billion in sales in 2009. For more information, visit www.unileverusa.com, www.unilever.ca, or www.unilevercaribbean.com.

(1) Knorr “Hispanic Bouillon Users: An Ethnographic Look,” developed by Multicultural CMI in conjunction with The Insights Works, Inc. July 24, 2007

SOURCE Knorr

Does Your Rice Dish Have What It Takes to be the Most Arrozisima?