With a million more barbecues set to take place this year[1], Hellmann’s, the nation’s favourite mayonnaise brand[2], has created the perfect side for the summer season with its first-ever licenced product launch in the UK – Hellmann’s Coleslaw made with Real Mayonnaise.
Hellmann’s has been creating its deliciously creamy mayonnaise for 107 years, enjoyed at lunch and dinner by almost half of the nation[3]. Giving fans even more opportunity to enjoy the mayonnaise they know and love, Hellman’s is partnering with Natures Way Foods to bring a new and delicious coleslaw to the chilled category.
We all know how important mayonnaise is to create a tasty, creamy coleslaw, so having the nation’s favourite brand2 on board will attract new shoppers into the category with a brand they know and trust to deliver on taste. What’s more, with the coleslaw category filled with retailer-owned products and just a handful of branded choices, Hellmann’s will be the first big brand to step into this space, offering a premium product shoppers will love.
Jo Gunn, Senior Licensing Manager for Unilever brands in the UK&I says: “This summer is set to be filled with staycations and big nights in, which can only mean one thing – BBQs! We’re expecting to see 28% more BBQ occasions in 2021[4] as Brits look for ways to have fun whilst at home. We already deliver the nation’s favourite condiments, so we felt that it was time for us to explore must-have sides, like coleslaw. Hellmann’s is a huge brand that delivers on taste every time, we’ve spent a while perfecting the recipe and we’re excited to see fans reactions to this deliciously creamy coleslaw.
Caryn Gillan, Head of Food for Natures Way Foods Limited says: “We are thrilled to have partnered with such an iconic brand, especially now that many of us are polishing off our barbeques for those warmer days. The combination of our product with Hellmann’s real mayonnaise is a complete game changer and will become a barbeque essential for many households this summer! Before we know it, Christmas will be upon us and we’re sure that Hellmann’s Coleslaw will be a staple in the Christmas buffet.”
The launch will be supported by a £250k marketing investment and will launch exclusively in Tesco from 17 August, rolling out to other grocery, convenience and independent stores nationwide later this year. Available in a 100% recyclable pot, imitating the classic Hellmann’s mayonnaise jar, to offer standout on shelves which fans will immediately recognise.
[1] Kantar 2020
[2] Bestselling mayonnaise volume – Nielsen 52W January 25th 2020
[3] 40% of the UK population. Nielsen 2020
[4] Kantar 2020 – Compared to an average year
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