Hellmann’s has added a trio of flavoured mayonnaises, including a Gravy Mayonnaise it claims is a first to market in retail.
The trio – Gravy Mayonnaise, Coronation Mayonnaise and Chilli Charger Mayonnaise – are billed as being inspired by “Britain’s best-loved restaurant sauces”.
The Gravy flavour was “the perfect dipping sauce for chicken and chips”, said the brand, and was “inspired by a well-known chicken takeaway”, while the Coronation flavour offered “a tangy and jubilant” option for sandwiches.
The Chilli Charger, meanwhile, had “a hot umami taste” and was “ideal for pairing with all chicken dishes”.
Gravy Mayonnaise would bring “exciting new flavour to kitchens and allows shoppers to experiment with a variety of occasions”, said Georgina Bradford, foods marketing director at Hellmann’s owner Unilever.
The trio will roll initially into Iceland and Morrisons in April, in squeezy bottles made from 100% recycled plastic which are 100% recyclable (rsp: £2.25/250ml). A wider retail rollout will follow over the coming months.
It’s the second major move from Hellmann’s this month. It has already rebranded its salad dressings and added two new flavours, Blue Cheese and Garlic & Herb.
It comes as the brand’s sales have slipped over the past year, falling 6.9% to £122m – a £9m loss – over the 52 weeks to 1 January 2022 [NielsenIQ].