KR Ingredients is updating the Easy Grillmarinade line and developing it within the culinary brand Yim Yim. As part of the rebranding, the company has rethought the product positioning, updated the packaging design, optimised the assortment, and added new flavours.
Previously, Easy Grill existed as a separate marinade line that was mainly associated with grilling, barbecue, and the summer season. Now the product is gradually being integrated into the Yim Yim brand, which is developing as a culinary brand for everyday cooking.
The updated Easy Grill line includes ready-to-use marinades for quick and convenient home cooking. The product is created for those who want to easily add rich flavour to dishes without complicated preparation, extra dishes, or a long marinating process.
Why KR Ingredients Is Updating Easy Grill
Traditionally, marinades are often perceived as a product for the summer season — grilling, barbecue, and shashlik. Because of this, consumers usually turn to the category only occasionally: before a picnic, a trip, or cooking meat over an open fire.
KR Ingredients is updating Easy Grill to show that marinades can be not only a seasonal product, but also a simple solution for everyday home cooking.
The new positioning expands the product’s usage scenarios. Now Easy Grill by Yim Yim is a line of marinades that can be used not only for grilling, but also for preparing meat, poultry, vegetables, fish, and other dishes at home: in a pan, in the oven, on the grill, or in any convenient way.
New Easy Grill Positioning
The updated Easy Grill line was created for people who want to cook at home quickly, deliciously, and without unnecessary effort. The marinade helps make familiar dishes more expressive, while making the cooking process simpler and more comfortable.
The main idea of the updated positioning: Easy Grill marinades are not only about grilling, but about everyday cooking.
Easy Grill helps quickly add rich flavour to dishes without spending time selecting spices, mixing ingredients, or preparing a marinade from scratch. The packaging format allows the
product to be marinated directly in the bag, so the process remains clean, simple, and convenient.
What Has Changed in the Line
As part of the rebranding, KR Ingredients updated not only the visual identity, but also the overall assortment logic. The line has become clearer, more noticeable, and more attractive for the consumer.
Each marinade received a clear character, a defined culinary purpose, and recommendations for pairing with different products.
Main changes:
- updated packaging design to make the product more visible on the shelf;
- clearer communication for the consumer;
- 3 new flavours added to expand the culinary possibilities of the line;
- a more balanced and harmonious assortment;
- optimisation of the line and removal of some flavours;
- stronger focus on home cooking, not only the seasonal grill format;
- gradual integration of Easy Grill into the Yim Yim brand.
As a result, Easy Grill becomes closer to everyday use scenarios: when you need to quickly marinate a product, prepare a delicious dinner, or add expressive flavour to a dish without complicated preparation.
Benefits of Easy Grill Marinades
Easy Grill marinades are designed for maximum convenience at home. The packaging format allows the product to be marinated directly in the bag, so there is no need to use extra dishes.
Key benefits include:
- marinating directly in the bag;
- no extra dishes;
- quick preparation;
- rich and balanced flavours;
- universal marinades for different dishes;
- consistently delicious results;
- convenient format for everyday use.
This format is especially relevant for consumers who want to save time but are not ready to give up the rich taste of homemade dishes.
How to Use Easy Grill Marinades
Easy Grill marinades have a simple method of use. One bag is designed for marinating from 1 kg of product.
Preparation method:
- Open the bag and place the product inside for marinating.
- Close the bag and mix the contents well.
- Leave to marinate for at least 1 hour.
- Remove the product from the bag and cook it in any convenient way.
This approach makes the preparation process quick, clean, and comfortable. The consumer does not need to mix spices separately, select marinade ingredients, or wash extra dishes after preparing the product.
Updated Easy Grill Assortment
Together with the rebranding, the Easy Grill assortment has also been updated. The line has become more balanced: it includes classic flavours, spicy options, hot solutions, and new homemade combinations.
Barbecue
Barbecue is a sweet and sour flavour with spices and a pronounced smoky accent. Best for:
- pork;
- chicken;
- beef.
This is a classic option for those who love the rich taste of barbecue and want to get an expressive result without complicated preparation.
Classic Spicy
Classic Spicy is a balanced flavour with paprika and a blend of spices. Best for:
- chicken;
- pork;
- vegetables.
This flavour can become a universal solution for everyday home cooking when you want to add spice to a dish while keeping the taste balanced.
Plum
Plum is a sweet and sour flavour with a plum accent and light spiciness.
Best for:
- beef;
- pork;
- chicken.
This is a more expressive flavour profile for those looking for an unusual combination of a fruity base, light acidity, and spicy notes.
Spicy
Spicy is a rich, hot and spicy flavour with spices and bright pepper heat. Best for:
- beef;
- pork;
- chicken.
This marinade was created for dishes with character — when a hotter, richer, and more expressive taste is needed.
Sweet Chili
Sweet Chili is a soft sweetness with a light chili heat. Best for:
- chicken;
- fish;
- seafood.
This is one of the new flavours in the line, which works well for lighter dishes and combines sweetness with delicate heat.
Homemade with Fried Onion
Homemade with Fried Onion is a mild homemade flavour with pieces of fried onion. Best for:
- vegetables;
- pork;
- chicken.
This new flavour was created for everyday cooking and homemade dishes where a familiar, warm, and clear taste profile is important.
Aromatic Garlic
Aromatic Garlic is a bright garlic flavour with a soft spicy note. Best for:
- vegetables;
- pork;
- chicken.
This is another new flavour in the line, suitable for simple homemade dishes and adding a more expressive aroma.
Halal Certification of Selected Marinades
The Easy Grill line includes marinades that have Halal certification. This provides additional confirmation of control over raw materials, ingredients, and production processes in accordance with established requirements.
Halal-certified marinades:
- Barbecue;
- Classic Spicy;
- Spicy.
For partners and retail chains, this is an important advantage, as certification expands opportunities for working with different consumer categories and markets.
Packaging in Display Boxes
Easy Grill marinades are supplied in display boxes of 15 pieces. This format is designed for convenient work with the product in retail and effective shelf display.
The display box allows the product to be quickly placed at the point of sale while maintaining a neat and attractive shelf presentation.
Benefits of the display box:
- convenient display;
- attractive appearance on the shelf;
- draws consumer attention;
- helps structure the assortment;
- simplifies work with the product at the point of sale.
For the marinade category, this is especially important, as consumers often make decisions directly at the shelf. Noticeable packaging, a clear flavour, and a clear product purpose help them choose the right product faster.
Brand Development: Easy Grill withi n Yim Yim
As part of the development of KR Ingredients’ culinary direction, the Easy Grillmarinade line is gradually moving into the Yim Yim brand.
Yim Yim is developing as a brand of products for everyday cooking — simple, convenient, and tasty solutions for home, HoReCa, retail, and ready meals. The brand already has a line of sauces, so integrating Easy Grill marinades helps form a broader culinary ecosystem.
Bringing products together under one brand makes the assortment clearer for consumers: sauces, marinades, and other ready-made solutions are perceived as part of one unified direction for everyday cooking.
Why this matters:
- the brand is associated with simple and delicious home cooking;
- the products form one culinary system;
- Yim Yim already has a sauce line;
- consumers can navigate the assortment more easily;
- marinades become part of a broader direction of ready-made kitchen solutions;
- Easy Grill receives a new context not only for grilling, but also for everyday dishes.
As a result, Easy Grill retains its recognisability while gaining a new place in the KR Ingredients portfolio — as part of the Yim Yim culinary brand.
Easy Grill sa Solution for Everyday Home Cooking
The Easy Grill update is not just a design change. It is a rethinking of the role of marinades in everyday consumption. The line has become clearer, more convenient, and better adapted to the real needs of consumers.
Marinades are no longer limited to the summer season or grilling. They can be part of everyday cooking: for a quick dinner, homemade lunch, baking, frying, or preparing vegetables, meat, fish, or poultry.
Easy Grill by Yim Yim is a quick way to add rich flavour to dishes and make home cooking simpler.