Unilever is shaking up its Hellmann’s mayonnaise brand by launching new flavoured options like Chipotle and Garlic Aioli, aiming to attract younger consumers and expand the condiment’s usage in various meals. This move comes as Hellmann’s, a brand with over $2 billion in global sales, seeks to appeal to millennial and Gen Z shoppers who favour unique and versatile products.
The flavoured mayonnaise market, currently valued at $210 million according to Circana data, represents a growing opportunity for Hellmann’s. Chris Symmes, Unilever’s head of marketing for dressings and condiments in North America, emphasized the importance of this product line in maintaining the brand’s relevance, particularly among younger demographics. He noted that the introduction of these flavours has significantly boosted sales, with flavoured mayonnaise sales nearly doubling in 2023. Notably, up to 70% of customers purchasing a flavoured variety also buy the classic Hellmann’s Real mayonnaise.
Hellmann’s, which has been a staple in American households since its inception in 1905 by German immigrant Richard Hellmann, began experimenting with flavoured mayonnaise in the UK about a decade ago. The brand introduced its first flavoured mayonnaise in the U.S. in 2022 with the spicy variety and now offers five different flavours in the American market, including chili lime made with Tajín and Italian herbs and garlic.
Unilever continues to explore new flavour possibilities by analyzing market data and attending industry events like the Fancy Food Show. For instance, the Chipotle flavour was chosen due to its popularity among millennials. However, Symmes indicated that the pace of new product launches might slow down to allow the company to focus on supporting and growing its existing flavoured mayonnaise offerings.
Despite the success of these new flavours, the original Hellmann’s Real mayonnaise remains the brand’s top seller and is expected to continue dominating the portfolio. Symmes believes there is ample room for growth in the flavoured mayo category, but it is unlikely to surpass the iconic Real variety in overall sales.