Happy Birthday Knorrli

Since 1948, he has been helping to bring the whole family together at the dinner table. That's because the mascot, originally designed for Knorr oatmeal, quickly became the nation's favorite and still stands today as a symbol of Swiss tradition and quality. Knorrli is and remains a cult figure!

 The creator of Knorrli

He designed the Knorrli figure as a friendly gnome who gives people a helping hand, said Ticino graphic artist Hans Tomamichel (1899-1984), who is regarded as the figure's graphic creator. The little goblin first appeared - in reference to the English word porridge - as "Knorritsch-Maa" on Knorr's oatmeal packs, which were also accompanied by small figures as toys for children. The fact that the population took Knorrli to its heart so quickly was entirely in keeping with the wishes of Johann Conrad Weilemann, who was in charge of Knorr at the time. The marketing man was looking for a way to make the "knotty" company name more likeable. Thanks to the typically Swiss diminutive form, Knorrli fulfilled this task with flying colors - warmth and sympathy were transferred to the brand and the company.

 Probably the most famous Swiss

Almost everyone in this country knows Knorrli: with a brand awareness level of 93%, Knorrli is still one of the most famous Swiss advertising figures today. In the 1960s, Knorr's advertising strategy changed and the runt disappeared from the scene for a while. But he returned to Swiss households as early as 1975. Under the slogan "Take quality, take Knorrli with you," he once again made his presence felt on packages and in advertising.

A cult figure for the whole family

Today, Knorrli is both a symbol and an ambassador for Swiss quality. This is because "Knorrli - the Original" distinguishes Knorr products that are made exclusively in Switzerland. These include the "Naturally Fine!" products launched in 2015, which are made from 100% natural ingredients and contain no additives or artificial ingredients whatsoever.