Unilever Bestfoods is continuing its push to turn Hellman’s into a £128m “master brand” within five years by launching the UK’s lightest mayonnaise.
Hellmann’s Extra Light will debut during the next few weeks, and will be supported by a £1.9m marketing campaign.
Containing just 6% fat, Unilever claims the newcomer will be the only mayonnaise on sale in the UK with less than 10% fat. Standard offerings like
Hellmann’s Real contain around 79% fat, while Hellmann’s Light contains 29.8%. The company estimates the newcomer, in a 400g format at a price close to existing lines, will shift four million jars in its first year, adding £5m incremental value to the category.
Unilever has great plans for Hellmann’s which generates sales of £75m. It added snack sauces earlier this year in a bid to tap into a younger market. Support includes TV and press ads, promotions and sampling.
Category manager Margaret Piatkowski said: ““Hellmann’s Light has proved successful, selling almost as much as Hellmann’s Real. Now Extra Light will continue to drive growth for brand.”
Hellmann’s Extra Light will debut during the next few weeks, and will be supported by a £1.9m marketing campaign.
Containing just 6% fat, Unilever claims the newcomer will be the only mayonnaise on sale in the UK with less than 10% fat. Standard offerings like
Hellmann’s Real contain around 79% fat, while Hellmann’s Light contains 29.8%. The company estimates the newcomer, in a 400g format at a price close to existing lines, will shift four million jars in its first year, adding £5m incremental value to the category.
Unilever has great plans for Hellmann’s which generates sales of £75m. It added snack sauces earlier this year in a bid to tap into a younger market. Support includes TV and press ads, promotions and sampling.
Category manager Margaret Piatkowski said: ““Hellmann’s Light has proved successful, selling almost as much as Hellmann’s Real. Now Extra Light will continue to drive growth for brand.”
No comments yet