It means the brand, which has a faithful following among ABC1 adults for its iconic mayonnaise and salad dressings, will be doing battle in a very different sector from its usual habitat.
Backed by an £8m launch spend, four snack sauces join the family - Burger Sauce, Hot & Spicy Tomato Sauce, Curry Sauce and Saucy Chip Dip.
Aimed at teenage snackers, the newcomers will hit shelves at the end of this month in distinctive blue plastic bottles. Rsp for each 500g upside down pack will be £1.59. TV and poster ads will break in the new year, while instore activity is planned before Christmas.
Unilever also plans to spend a further £4m on the core Hellmann’s range next year.
Category manager Margaret Piatowski said the new range presented a £12m sales opportunity to add to Hellman’s current value of £75m. The aim is to grow Hellmann’s, one of Unilever’s six UK “master brands” into a £128m proposition within five years.
The products have been on sale in similar guises in some EU countries for several years under the Amora and Calve brands.