colmans mild mustard

Unilever has launched a mild version of its Colman’s Mustard.

Rolling out next month in 170g jar format (rsp: £1.59), Colman’s Mild provides the traditional flavour of English mustard but with less heat to make it suitable for use on a wider variety of dishes, such as with salads, said Unilever.

The “more mellow” variant, which Unilever said was comparable to a hot dog mustard in flavour, would extend the brand’s appeal to families and younger shoppers looking for lighter tasting mustards, said brand manager Hannah Webb.

Unilever will be hoping to boost value sales of the table sauce, down 4.2% on volume up 0.3% [Nielsen MAT to 23 May 2015], in a total mustard market down 1.8% on volume down 0.3%.

Unilever first launched a mild mustard in 1959, but the original product had not been available for “many years”, said Webb, adding that the new variant was not a relaunch as it had a different formulation and packaging to its predecessor.

The newcomer will benefit from a £3m investment earmarked for Colman’s that kicks off this September, with specific support for Colman’s Mild.