Hellman’s to tap into vegan trend

Posted: 14 September 2018 | | No comments yet

Unilever has announced that there will be a UK launch of the ‘vegan’ Hellman’s Mayonnaise that was launched in the US in 2016.


Unilever is looking to launch vegan mayonnaise – sounding to some as a huge contradiction. The egg-free alternative has already been launched in the US in 2016, and after its success, the band has decided to launch it in the UK.

The ‘egg’ component in the mayonnaise is replaced with maize starch, which is derived from the endosperm of the corn kernel. 

For many people with allergies to egg, or egg based products, or for those who choose not to consume eggs, this will come as a pleasant surprise.

The mayonnaise is completely free from animal products, and has been certified as vegan by the European Vegetarian Union. The product is also gluten free and contains no artificial colours or flavours.

With mayonnaise traditionally being made from rapeseed oil, vinegar, egg yolks, sugar, salt, lemon juice and water, the new formula was fuelled by Unilever trying to please individuals who now identified themselves as flexitarian. 

A flexitarian diet is one which is also labelled ‘casual vegetarianism’, meaning followers increase their intake of plant-based foods, without completely eliminating meat.

Speaking to The Grocer, Jon Walbancke, the marketing director for sauces and condiments at Unilever said: “To continue to appeal to new shoppers, we are actively investing in key consumer triggers, which is why we are introducing a mayonnaise that taps into the vegan dietary trend.”

Hellman’s has recently experienced £3.6 million of lost value sales due to the current plant-based trend across the globe. To pull sales back in, the company has changed its formulation to suit those with certain dietary requirements, and those who choose to eat plant-based alternatives.

Hellman’s mayonnaise has recently undergone a 3.8 per cent ‘slump in value’ to £92.2 million, as reported by The Grocer. Currently, Heinz Seriously Good Mayonnaise is seeing sales soar by 15.8 per cent to £17.5 million.

The UK version will be sold at £2.15 for 270 grams. 

The condiment will be available in UK supermarkets from next month.

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