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.”