# Bitterness-Reducing Stock Cubes Knorr's Supercube Reduces Some Flavors to Help People Eat Veggies By Laura McQuarrie | Published 2024-04-09 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/supercube References: [fabnews.live](https://fabnews.live/supercube-makes-life-less-bitter-for-fussy-eaters/) & [knorr](https://www.knorr.com/)  Scientists believe that most "supertasters" have a gene that increases bitterness perception and [Knorr's](https://www.trendhunter.com/trends/knorr-flavour-base) Supercube is a first-of-its-kind product poised to help those who are sensitive to bitter flavors in foods and drinks, and often unfairly labeled "picky" or "fussy" eaters. "We found a new role for a household staple—the stock cube," says James Nester, Executive Creative Director [EMEA](https://www.trendhunter.com/trends/subway-ranch-ranger), "This is a product that usually adds flavor. We believe The Supercube is the first stock cube made to actually reduce certain flavors—and the very first food product made specifically for supertasters and their families." Nester's 11-year supertaster son is like many people who struggle to eat their vegetables and Knorr's Supercube aims to solve a real problem that impacts a large part of the population. ## Trend Insights (Trend Hunter) - Score: 4.5/10 - Popularity: 50% | Activity: 63% | Freshness: 23% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha, Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What Makes This Trend Stand Out - **Supertaster-focused Food Products:** The rise of supertaster-focused food products like Knorr's Supercube is catering to a niche market sensitive to bitter flavors. - **Gene-driven Flavor Solutions:** Companies exploring gene-driven flavor solutions, such as bitterness reduction, are tapping into genetic variations in taste perception. - **Revolutionary Taste Modifier Products:** Innovative taste modifier products like Knorr's Supercube are disrupting traditional food flavor enhancement by reducing specific taste profiles. ### Sectors Adopting This - **Food and Beverage:** The food and beverage industry can explore opportunities in developing products tailored for individuals with heightened taste sensitivities. - **Consumer Goods:** Consumer goods companies have a chance to innovate by incorporating gene-based flavor solutions into their product development processes. - **Health and Wellness:** The health and wellness sector could see growth by introducing taste modifier products that cater to specific dietary preferences and taste sensitivities. ## Related on Trend Hunter - [Convenient Frozen Soup Cubes](https://www.trendhunter.com/trends/soupologie-souper-cubes.md) - [Chef-Inspired Cooking Pastes](https://www.trendhunter.com/trends/knorr-flavour-base.md) - [Nutrient-Infused Ice Cubes](https://www.trendhunter.com/trends/roxii-supercube.md) - [Flavor-Enhancing Food Ranges](https://www.trendhunter.com/trends/holland-barrett-with-life-kitchen.md) - [Wine-Flavored Cooking Stocks](https://www.trendhunter.com/trends/wine-stock-pots.md) - [Absurdly Tiny Culinary Bags](https://www.trendhunter.com/trends/knorrs-mini-bouillon-bag.md) - [Cloud-Shaped Stevia Cubes](https://www.trendhunter.com/trends/snowy-cubes.md) - [Experimental Soup Varieties](https://www.trendhunter.com/trends/crosse-blackwell.md) - [At-Home Foodie Chef Stocks](https://www.trendhunter.com/trends/organic-stock-pots.md)