Knorr’s #ServingSinglesWithKnorr Puts the Heat Back in Modern Dating

If you can cook, you’re already halfway there.

According to new research commissioned by Knorr, 88% of Gen Z singles in Nigeria say they find people who enjoy cooking more attractive — ranking it above flashy cars and even gym bodies. In the middle of swipe culture and perfectly curated dating profiles, it turns out a solid signature dish might be the real soft launch.

The study also reveals that young Nigerians are craving more genuine ways to connect. While dating apps are still in the mix, 68% of respondents say they trust a friend’s recommendation more than an app. And nearly half (49%) say sharing a meal makes them feel closer to their partner. Translation? The kitchen might just be the new talking stage.

Enter #ServingSinglesWithKnorr — a campaign that flips modern dating on its head by turning cooking into the ultimate romantic flex. Instead of endless scrolling, the initiative encourages friends to “refer” their single foodie friends, spotlighting their skills and letting potential admirers shoot their shot the old-fashioned way: in the comments.

To bring it to life, personalities like Tobi Bakre and Taymesan put their single friends in the spotlight, challenging them to step into the kitchen and show what they can do. Friends like Kola Omotoso and Ojay were dared to whip up their favourite meals, while followers rallied in the comments for a chance at a Knorr-sponsored cooking date.

More familiar faces, including Kaylah Oniwo, Daniel Ochuko, and Simi Drey, joined the fun nominating eligible singles and celebrating the confidence it takes to cook (and flirt) publicly.

“At its heart, #ServingSinglesWithKnorr is about confidence and connection,” says Damilola Dania, Foods Demand Creation Lead, Unilever Nigeria Plc. “Sharing a homemade meal shows care, creativity and personality — things no dating profile can fully capture.”

And the numbers agree. Cooking signals effort. It feels intentional. It brings warmth to a generation that’s increasingly over the performative nature of online dating.

So if you’ve been perfecting that jollof, mastering your pasta game, or finally getting your stew just right, this might be your sign. In 2026, the real upgrade isn’t a new car. It’s knowing your way around the kitchen.