For decades, Nigerians have debated one question: why does party Jollof always taste better? From weddings and birthdays to naming ceremonies and festive celebrations, the distinctive smokey flavour of party jollof has become one of the country’s most loved culinary experiences. Now, Knorr is bringing that iconic taste closer to home with the launch of its new Knorr Smokey Party Jollof Seasoning, unveiled at the Lagos edition of Knorr Jollof Fest 2026.
Developed with insights from experienced Nigerian party caterers and chefs, Knorr Smokey Party Jollof Seasoning was created to help consumers recreate the rich, smokey taste that has traditionally been associated with professionally prepared party jollof. Made with sundried tomatoes, thyme, bay leaves and a carefully curated blend of ingredients, the seasoning delivers the balanced flavour profile that consumers know and love.
Speaking on the innovation, Dexter Adeola, Foods Marketing Innovation & EWA Strategy Lead, Unilever, said:
“Party jollof holds a special place in Nigerian culture. It’s the flavour people remember from weddings, celebrations and family gatherings. With Knorr Smokey Party Jollof Seasoning, we’re helping consumers bring that iconic party jollof experience into their homes more easily than ever before. By working closely with party caterers and chefs, gaining insight into what makes their jollof so memorable, we have created a product that delivers that beloved smokey taste consistently and conveniently.”
The product was officially unveiled at Knorr Jollof Fest 2026, the brand’s flagship celebration of food, music, art and culture, held at Muri Okunola Park, Victoria Island, Lagos, under the theme For The Culture.
The festival brought together thousands of food lovers for a vibrant celebration of Nigerian culture through food, music and creativity. Attendees enjoyed live cooking showcases, food tastings, cultural experiences, interactive installations, the Fuji Dome experience, art activations, and a headline performance by Adekunle Gold.
Speaking on the significance of the festival, Damilola Dania, Foods Demand Creation Lead, Unilever Nigeria Plc, said:
“Knorr Jollof Fest is our way of celebrating what truly brings Nigerians together, a shared love for good food. This year, we wanted to go beyond the plate by creating an experience where food, music, art and culture come together in a way that feels authentic and deeply Nigerian. The launch of Knorr Smokey Party Jollof Tomato Seasoning Powder at the festival is a natural extension of that celebration because party jollof itself is such an important part of our culture.”
Across the festival grounds, guests explored multiple experiences including the Knorr Herbs and Spice Garden, Vendor Village, Jollof Sampling Station, Main Stage Experience, VIP Lounge, Fuji Dome and the Gist and Jollof Podcast Studio hosted by Taymesan. Together, these experiences reflected the festival’s central theme, celebrating the intersection of flavour, creativity and community.
Commenting on the broader significance of the initiative, Bolanle Kehinde-Lawal, East & West Africa Head of Demand Creation, Foods, Unilever Nigeria Plc. said:
“Food has always been one of the strongest expressions of culture across Africa. Through platforms like Knorr Jollof Fest and innovations like Knorr Smokey Party Jollof Seasoning, we continue to celebrate the traditions, flavours and shared experiences that unite communities while delivering products that make those experiences even more accessible to consumers.”
Also speaking at the event, Tobi Adeniyi, Managing Director, Unilever Nigeria Plc, said:
“At Unilever, we are committed to creating products and experiences that are rooted in genuine consumer insight. Knorr Smokey Party Jollof Seasoning is a reflection of that commitment, born from a deep understanding of Nigerians’ love for party jollof and their desire to recreate those memorable flavours at home. We are proud to launch this innovation on a platform that celebrates the very culture that inspires it.”
Following the Lagos edition, Knorr Jollof Fest will continue its journey to Abuja, July 12 and Port Harcourt, July 19 extending the celebration of food, music and culture to even more Nigerians.
As the festival travels across the country, one message remains clear: the secret behind party jollof is no longer a secret.
With Knorr Smokey Party Jollof Seasoning, Nigerians can now bring the party home and enjoy the iconic taste of party jollof any day of the week.
