Hellmann’s hope to tap into the plant-based and free-from markets with new egg-free, gluten-free, vegan mayonnaise.
The new Vegan Mayo contains most of the same ingredients as Hellmann’s Standard Mayonnaise. However, the eggs are replaced with maize starch. It is priced at £2.15/270g and certified vegan by the European Vegetarian Union.
The launch of this new product is a response to the ‘huge success’ the product saw in the US. It is made with soyabean oil in the US and rapeseed oil in the UK, but Unilever is sure the good reception will be the same.
The mayonnaise has also been launched in a bid to satisfy the third of modern consumers who identify as flexitarian.
There is no better time for a product like this to launch, with the plant-based and free-from markets growing so rapidly. Hellmann’s hopes to claw back the £3.6 million it has lost in value sales by catering to the needs of the growing vegan community.
Jon Walbancke, Marketing Director for sauces and condiments at Unilever said: ‘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.’
The mayonnaise contains no artificial colours or flavours, and is suitable for both vegan and gluten-free consumers.
In 2015, Unilever, the makers of Hellmann’s mayonnaise, announced it would sue Hampton Creek Foods for false advertising because Hampton’s Just Mayo didn’t contain eggs.
Unilever claimed it suffered “irreparable harm” after Just Mayo cut into its sales thanks to growing demand from consumers for vegan alternatives. Following a major backlash, the lawsuit was dropped by Unilever. However, a year later Hellmann’s announced it would be launching it’s own vegan mayonnaise into the vegan market labeled “Carefully Crafted Dressing and Sandwich Spread.”
Hellmann’s Vegan Mayo will retail for £2.15 per 270-gram bottle and will launch in Tesco stores next month, and other major supermarkets later this year.