Hellmann’s responds to fans’ requests by launching popular Vegan Mayo to the UK

Following its huge success in the US, Hellmann’s is bringing its popular Vegan Mayo to the UK in response to growing consumer demand as the number of vegans in Britain continues to rise[1]

Consumers are becoming more conscious of the food they are consuming, which has led to an increase in those following specialist diets. With a third of Brits now identifying as flexitarian1, Hellmann’s is responding with a new proposition set to win over younger shoppers with an on-trend mayonnaise, containing no artificial colours or flavours. The new vegan addition features the deliciously creamy taste that you’d expect from the nation’s favourite mayonnaise brand[2]. 

Jon Walbancke, Marketing Director for Sauces and Condiments at Unilever UK, said: “The mayonnaise category is in growth and this is due to brands bringing exciting new flavours and formats to the market. 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.

“Following the successful launch of Vegan Mayo in the US, we’ve had numerous requests from fans who wanting us to bring the product to the UK, which is exactly what we’ve done. With a delicious recipe specially adapted for UK consumers, we expect new Hellmann’s Vegan Mayo to bring incremental growth to the mayonnaise category.”

New Hellmann’s Vegan Mayo is available in a premium 270g glass jar, which is 100% recyclable, and will feature a vibrant green visual to create standout on-shelf when positioned with the rest of the Hellmann’s mayonnaise range. 

Hellmann’s Vegan Mayo is rolling out nationwide at an RRP of £2.15 per unit* (270g).

[1] The Vegan Society found there are 600,000 vegans in Great Britain in 2018. Source: Ipsos Mori, commissioned by The Vegan Society

[2] Bestselling mayonnaise – Nielsen volume sales, latest 12 weeks, 16.06.2018