mayo set

Kraft Heinz is giving its Seriously Good mayo jars a festive makeover.

Three limited-edition packs featuring a snow hen, a golden sleigh and a golden Christmas tree roll out from November onwards across the brand’s 470g and 700g jars.

The brand “wanted to acknowledge the crucial role mayonnaise plays over the festive season, particularly when entertaining between Christmas and New Year, helping to elevate all those indulgent leftovers” said Heinz Sauces marketing lead Rhodri Williams.

It comes as value sales of mayonnaise overtook those of ketchup this year, growing 6.9% to £152.2m, compared with £145.5m for ketchup. Ketchup volumes, however, are still higher than mayo’s, despite falling 4.2% to £67.6m [Kantar Worldpanel 52 w/e 23 April 2017].

Speaking to The Grocer in September, Williams told The Grocer Heinz Seriously Good Mayonnaise had accumulated £14.3m in value sales since its 2016 launch.

Meanwhile, mayo stalwart Hellmann’s has set its sights on growth in mayonnaise with the march launch of two new tomato sauces in honey-sweetened and green & red flavours.