Knorr and Tinder's unconventional love affair emerge ahead of Valentine's Day

Dating is harder than ever, with 91% of men and 94% of women agreeing on the struggle. But food brand Knorr and dating app Tinder have uncovered a simple solution: cooking. Their latest study shows that 93% of Gen Z singles see cooking as the ultimate "green flag" in dating.

Now, ahead of Valentine's Day, Knorr and Tinder are encouraging singles to #UnlockYourGreenFlag by adding cooking to their Tinder interests, making it easier to bond over food.

"The Green Flags Study tells us that cooking is a universal green flag in a dating landscape of so many red flags. With our mission to make cooking delicious, nutritious, and accessible, we're here to be your wingman in the kitchen," said Gina Kiroff, Knorr's chief marketing officer for North America, in a release.

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Their research finds that singles are more likely to say yes to a match who enjoys cooking, with 63% agreeing it's an attractive trait. On the other hand, 28% won't even consider dating someone who can't cook. A great home-cooked meal also increases the chances of a second date, with 79% saying they'd be more inclined to meet again.

When it comes to the perfect date menu, chicken tacos top the list as the most impressive dish, with 21% in agreement. Certain culinary skills also stand out - 53% find creative recipes attractive, while 49% appreciate precise chopping, and 33% are impressed by dough-making. As for timing, the second date is the safest moment to show off in the kitchen, according to 32% of singles.

"Cooking is the ultimate green flag because it's more than just a skill; it's a way to connect, show creativity, and demonstrate care for others. It's no surprise that singles are turning to the kitchen as a place to spark new connections," said Devyn Simone, Tinder's resident relationships expert.

Knorr has been helping people create accessible home-cooked meals since 1838. Over the years, it has grown into an international brand, offering a diverse range of bouillons, soups, seasonings, sauces, soupy snacks, dressings, and ready-made meals.

As of August 2024, Knorr is Unilever's second-biggest power brand, surpassing the €5 billion (US$5.2 billion) milestone, leading the global bouillon market with 600 cubes sold every minute, Unilever said on its website.

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