South Africa's Next Generation of Hustlers Helps Launch Knorr Pasta Pots, The Perfect Snack #ForThatHunger

Knorr hosted some of South Africa’s hungriest content creators, entrepreneurs and side-hustlers at Level Three in Kramerville, Sandton. The event was the launch of Knorr’s Pasta Pots range, designed for people who want a real, satisfying snack without losing twenty precious minutes of their day to prepare it. The theme of the day was Hunger. Not the kind solved with lunch, but the kind that gets people up early and keeps them up late, chasing something that’s important to them.

From the start, the day promised to be filled with new ideas and flavour. Many of the guests turned up in Knorr's signature green and pink, and the launch was built to be lived in rather than watched from a seat. Guests in attendance included rapper and entrepreneur Moozlie, chef and television personality Lorna Maseko, Atlegang Songo, Mohale Motaung and Yolanda Mukondi, alongside a mix of creators, entrepreneurs and industry voices.

Guests kicked things off by answering one question, “what quote do you live by?”, with responses projected up on the wall throughout the day. From there, the afternoon opened out into a podcast and content space to record their own hustle stories, a fashion and content moment for capturing the day online, a DJ booth building a crowdsourced "Hustler's Playlist," and a Knorr Experience Zone where they could sample the brand's newest range. A running networking challenge to meet at least three new people before you leave kept the room mixing throughout.

The Panel

The day built toward a panel discussion exploring what ambition looks like day to day, the wins, the setbacks, and the habits that outlast the trends. The conversation was hosted by Lebo Lion, an award-winning digital marketer, speaker, author, strategist and influencer, and one of South Africa’s most sought-after voices in digital marketing and business. Known for her viral Twitter threads, digital marketing expertise and courageous conversations, Lebo brought her distinctive perspective to a conversation centred on ambition, resilience and the realities of building something of your own.

Taking part were:

• Mateki 2Shoes (Lesego Mohapi) — a multidisciplinary creative and DJ who has built his career across music, art and design.• Baxbara (Barbara Moagi) — YFM radio DJ, model, content creator and podcaster, and one of South Africa's rising broadcast voices.• Sishii (Ntobeko Sishi) — actor, musician and multidisciplinary storyteller whose work spans television, film and contemporary R&B.• Thebe Tau — Knorr Brand Manager (Meal Solutions), who led the range's arrival in South Africa.

Other collaborators included ASMR queen Lindokuhle Madlingozi, Mihlali Koyana, known professionally as K.Keed, and Mackie TV.

Enter Knorr Pasta Pots

It was against this backdrop that Knorr Pasta Pots, the brand's globally available range, launched itself into South African snack drawers. Aimed at Life Maxxers, people trying to make the most of everything, it’s perfect for people racing between deadlines, content shoots and side hustles, trying to balance their "work hard, play hard" lives. Ready in five minutes with nothing more than hot water and a stir, no stove required, Pasta Pots fills the gap for something warm and satisfying without asking anyone to stop and cook a whole meal, or skip eating altogether during a packed week.

"We have imported the range to tap into the snacking occasion, which is often eaten alone, mostly during the weekday versus weekends. This is a warm snack alternative that can also be made more indulgent by adding fun ingredients to make it extra special," says Laureen Nonhlanhla Mxoli, Earned Media & Influencer Marketing Lead at Knorr.

The launch sits under Knorr's new #ForThatHunger campaign that is built on the idea that the same drive pushing people to chase their goals is the drive that deserves fuelling at every point in the day.

The Germany Imported Range

Knorr Pasta Pots are available in three flavours, each designed to be saucy enough to coat every piece of pasta:

• Carbonara — real pasta and bacon bits in a cheesy, flavourful sauce• Mushroom — sustainably sourced mushrooms and a source of protein• Tomato & Mozzarella — real tomato and cheese for a rich, saucy finish

Priced at R49.99, Knorr Pasta Pots are available exclusively at Checkers and online via Checkers Sixty60.