Hellmann’s has expanded its mayonnaise range with an olive oil variant that will be backed by a £5m marketing campaign.
Available from this week, the mayonnaise-style Hellmann’s With Olive Oil dressing comes in 400g jar and 430ml squeezy bottle formats (rsp: £2.39 and £2.99 respectively).
The NPD - pitched as ideal with salads, grilled meats and sandwiches - would appeal to consumers looking for different flavours and formats during the barbecue season, said senior brand manager Kyrie Merryman.
“Hellmann’s With Olive Oil has all the goodness of Hellmann’s along with the same unmistakeable taste that consumers love, and is a good natural source of omega-3,” added Merryman.
The company will be hoping to boost overall table sauce sales, down 1.4% by value on volume down 3.5% [Nielsen 52 w/e 11 October 2014]. Hellmann’s Real Mayonnaise bucked the downward trend, up 5.1% in value, while its ‘Light’ portfolio declined 3.2%.
The £5m push kicks off in June, and will include TV and digital activity.