Following what Unilever described as the “huge success” of its vegan Hellmann’s mayonnaise in the US, the company is launching the variant into UK supermarkets.
The Anglo-Dutch consumer goods giant said the move comes in response to the growing number of vegan consumers in the UK. With a third of British consumers now identifying as flexitarian, the company said it hopes to win over “younger shoppers” with an “on-trend” mayonnaise offering which is free from artificial colours and flavours as well as being vegan.
“The mayonnaise category is in growth and this is due to brands bringing exciting new flavours and formats to the market. To continue to appeal to new shoppers, we are actively investing in key consumer triggers, which is why we are introducing a mayonnaise that taps into the vegan dietary trend,” Jon Walbancke, marketing diirector for sauces and condiments at Unilever UK, said.
“Following the successful launch of Vegan Mayo in the US, we’ve had numerous requests from fans who wanting us to bring the product to the UK, which is exactly what we’ve done. With a delicious recipe specially adapted for UK consumers, we expect new Hellmann’s Vegan Mayo to bring incremental growth to the mayonnaise category.”
New Hellmann’s Vegan Mayo is available in a 270 g glass jar, which is 100% recyclable.