Knorr has teamed up with Martha Stewart to bring your favorite limited-time fast-food items back—permanently. Through their new Unlimited Time Menu, Knorr is helping home cooks recreate craveable classics like rib sandwiches, cheesy burritos, and mac n’ chicken bowls—all from your kitchen, any time of year. By tapping into “dupe culture,” Knorr blends bold flavors with smart marketing to transform pantry staples like Chicken Bouillon and Pasta Sides into comfort food icons. Fast food fans, rejoice!
Whether you’re a late-night snacker or nostalgic foodie, this campaign proves you don’t have to wait for fast food to give you what you want—you can just cook it yourself.
What’s cooking? Martha & her Dupes
Knorr’s Unlimited Time Menu puts a playful spin on viral dupe culture by offering fast food remakes using affordable ingredients and easy recipes. And who better to co-sign the idea than culinary queen Martha Stewart—plus a whole crew of her lookalikes?
“It’s no secret that I love a delicious home-cooked meal, but occasionally even I crave limited-time fast-food favorites in my own kitchen. With help from myself, Knorr and their Unlimited Time Menu, and my lookalikes too, we believe anyone can create memorable culinary experiences at home” Martha Stewart.
Here’s what’s sizzling on the Unlimited Time Menu:
- The K Rib Sandwich – Made with Knorr Chicken Bouillon, this is your classic rib patty comeback.
- Mac n’ Chicken Bowl – Comfort in a bowl with Knorr Cheddar Broccoli Pasta and crispy chicken.
- The Double Up – A chicken-on-chicken delight with crispy texture and juicy flavor.
- The Knorr-ito – A bold burrito twist featuring Knorr Spanish Rice for Taco Tuesday wins.
Flavor. fun. fast.
- Fast food “dupe recipes” are trending across platforms like TikTok and YouTube
- Knorr’s campaign plays off the idea of making indulgent favorites without the wait, lines, or delivery fees
- Featuring a recognizable face like Martha (and her many lookalikes) makes it relatable, meme-able, and shareable
- Collaborations with creators like Joshua Weissman and How Kev Eats amplify reach and make the recipes approachable
“People think they can only get their favorite limited-time fast-food items once a year, but as a brand that champions craveable flavor and home cooking, Knorr believes that great flavor should be available for an unlimited time. Fast food dupe recipes continue to trend, and we wanted to empower people to recreate highly sought-after meal dupes without the wait or hassle of the drive-thru, with the added benefit of craveable flavor from Knorr.” Gina Kiroff, Chief Marketing Officer, Knorr North America.
Home cooks want more than just ingredients
This campaign is a smart example of meeting consumer cravings through product positioning. Knorr didn’t launch new SKUs—they reimagined old favorites with fresh context and cultural relevance.
For importer suppliers and manufacturers, here’s what to watch:
- Consumer demand for fast food nostalgia is growing
- Pantry staples like bouillon, dry pasta, and rice are being reinvented
- Private label brands can leverage similar trends by offering recipe inspiration alongside product offerings
Knorr shows how legacy ingredients can stay relevant when they ride the cultural wave—dupes, nostalgia, and celebrity charm included.
- Knorr’s Unlimited Time Menu reimagines fast-food LTOs with easy at-home recipes
The campaign leans into dupe culture and virality with Martha Stewart and creator collabs - Pantry staples like bouillon and pasta sides become flavor powerhouses
- It’s a blueprint for how traditional ingredients can spark modern engagement
Ready to get cooking?
Why wait in a drive-thru when your pantry already holds the keys to craveable flavor? Knorr’s playful spin on fast-food nostalgia highlights how simple ingredients can be the star of the show, with the right storytelling, of course.
At Source86, we love seeing global brands transform ordinary products into cultural moments. Looking to create your own flavorful dupe-worthy products or reimagine your offerings with private label packaging? Let’s cook up something bold—contact us today or explore our full range of wholesale pantry staples.
