Unilever Bestfoods is aiming to take its Hellmann’s brand beyond summer eating with a new range of Warm Salad paste and dressing combinations.
The launch is part of the company’s drive to grow Hellmann’s from a £75m brand to £128m within five years by extending its season. It predicts
the newcomers will grab sales of £4m in their first year.
Available from the middle of this month, each of the Caesar, Thai, Italian and Tandoori variants consists of two parts - a paste to coat chicken and a dressing to drizzle onto the accompanying salad.
The aim is to make salad as appealing in the winter months as in the summer, although press advertising is still scheduled to kick off in May, with sampling at outdoor concerts planned for June to August.
Unilever values the salad market at £2bn and claims it is eaten with or for nearly a tenth of all meals.
The newcomers join a portfolio that has already moved on from its traditional mayonnaise heartland and now includes other salad dressings, as well as a range of snack sauces, which were launched last year in a bid to attract a younger audience.
Jill Ross, category manager, said consumer perception of the brand was changing. “The introduction of two-step Warm Salad Dressings continues this drive for innovation and creates new and exciting opportunities in the category,” she said.
Mary Carmichael