Hellmann’s Australian Sweet Grill BBQ Sauce
Who: Unilever UK
What: Hellmann’s Australian Sweet Grill BBQ Sauce
Where: Ketchups, pickles and relishes
How much: Rsp: £1 for 200ml
Why: This sauce is part of a 10-strong range based on world recipes, unveiled by Unilever in April this year. Supported by a multimillion-pound marketing campaign, Hellmann’s created the products for “barbecue lovers and grillmasters”, brand manager Hannah Webb told The Grocer in the spring. The line-up also features American Smoky BBQ, Brazilian Spicy BBQ and Japanese Sticky BBQ, all of which can be used as a marinade, glaze dip or pouring sauce.
Consumer verdict: The packaging’s look and shape impressed our triallists and, along with the trusted Hellmann’s brand, it encouraged a high level of pre-trial interest. More than 70% of our consumer panel said the sauce was ideal when entertaining, and over 50% would recommend it. A small minority would have preferred a plastic bottle, rather than glass, but 90% believed the product added something new and different to the category.
Pre-trial purchase: 58%
Post-trial purchase: 82%
Better than what’s out there: 82%
New and different: 90%
Overall score: 49/50