Category transformation
Unilever · Category transformation
KnorrThe whole category.
Noodle category management across Pakistan.
Unilever campaigns →Project profile
The brief.
The build.
- Client
- Unilever
- Format
- Category transformation
- Channel
- Modern retail
- Scope
- Survey, design and nationwide installation
- Campaign
- 2025 to 2026
- Coverage
- 20+ stores nationwide
Instant noodles sell as an undifferentiated wall of red packets. Shoppers cannot tell heat levels apart, and the category loses the trade-up. Knorr wanted the whole category rebuilt, not another display in front of it.
Campaign toolkit
One campaign.
Every tool.
5 tools and 14 installation views across retailers and formats.
Tool 01
Illuminated noodle category run
The core format: illuminated green shelving fitted over the store's existing gondola, with a lit header carrying the campaign line and LED-edged shelves down the full run. The product is blocked by heat level rather than by pack size.
The run turns the corner without breaking its navigation.
Pakistan modern retail
A full-length run, every shelf edge lit so the block reads down the aisle.
Pakistan modern retail
Fitted over the store's own shelving rather than replacing it.
Pakistan modern retail
Two heat zones on one run, separated by header colour alone.
Pakistan modern retailTool 02
Flavour navigation bays
The reason the system works: the range is segmented into Classic, Fire-y and Others, each zone taking its own coloured header and shelf strip so a shopper reads heat level before they read a pack.
Three zones, three headers — heat level is readable before any pack is.
Pakistan modern retail
The same navigation survives a corner build.
Pakistan modern retailTool 03
L-shape and island formats
Where a straight run will not fit, the same shelving is built as an L-shaped corner or a double-sided island, so the programme lands in stores whose floors would otherwise be skipped.
An L-shape where the floor offers a corner rather than a wall.
Pakistan modern retail
Built into the corner, shopped from both approaches.
Pakistan modern retail
A double-sided island for open floor, faced identically on both sides.
Pakistan modern retailTool 04
Category transformation
What the programme actually changes. The same bay, photographed during installation and again once the system is in and stocked.
During: the store's own gondola, part-stripped, with the crew fitting the new shelving over it.
Imtiaz Gulshan, Karachi
After: the finished run under a Flavour Partner for Every Meal header, fully blocked.
Imtiaz Gulshan, KarachiTool 05
Sauces category and end modes
The same category-management approach applied to Knorr sauces rather than noodles — a red category run with its own end mode, and a yellow end-mode gondola for the adjacent block. Different colour system, identical method.
Sauces takes red where noodles take green — the navigation logic is the same.
Baig Mart, Hyderabad
Noodles and sauces run adjacent, each with its own front and end mode.
Baig Mart, Hyderabad
An end-mode gondola picks up the run where the aisle turns.
Baig Mart, HyderabadExecution notes
What the supplied
project documents.
- 01Illuminated noodle category run
- 02Flavour navigation bays
- 03L-shape and island formats
- 04Category transformation
- 05Sauces category and end modes
PRINTSolutions rebuilt the bay itself: illuminated green shelving fitted over the store's own gondolas, with the range segmented into navigation zones — Classic, Fire-y and Others — each carrying its own header and shelf communication.
The system adapts to whatever the store's floor gives it: a straight wall run, an L-shaped corner, a double-sided island or a full end. Every format keeps the same navigation, so the category reads the same way in every store.
Source: Unilever Foods Execution Highlights — 2025 to date.
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