Unilever is expanding its Hellmann’s barbecue sauces range ahead of the summer with three variants: Hot Dog, Honey BBQ and Chilli BBQ.
Backed by a £3m investment, the new trio in a 250ml squeezy bottle – rolling out later this month – would tap “the millions of barbecue occasions that happen across the UK every summer”.
The chilli and honey options (rsp: £1.29) came in response to the “sweet and heat food trends”, while the creamy hot dog sauce (rsp: £1.89) was “designed to perfectly complement sausages, which account for 27% of all barbecue food”. Its launch follows Hellmann’s entry into the creamy sauces category last year.
The NPD’s £3m push will kick off in May and run until September across VOD, social media and thermally activated OOH in “key locations” around the UK.
Barbecue season was “a key growth opportunity for Hellmann’s as consumer demand for sauces increases, with shoppers looking for ways to ‘pep up’ summertime meals” said Jon Walbancke, brand building director at Unilever.
“With the World Cup kicking off in June 2018, we are expecting to see a significant uplift in sales as people use it as the perfect excuse to get together and barbecue.”