Hellmann's: Putting the spark back into flavoured mayonnaise

Unilever's Hellmann's brand enjoyed a long leadership of the UK mayonnaise market, with its three variants - "Real", Light" and "Lighter than Light" - accounting for nearly 70% of the market in 2010.

Hellmann's: Putting the spark back into flavoured mayonnaise

Agency: Coley Porter BellClient: UnileverCategory: Packaging, Branded food

Executive summary

Having arrived in the UK in 1961, Hellmann's has enjoyed a long leadership of the mayonnaise market and by 2010 had a 69.9% market share, focusing on its core products; Real, Light and Lighter than Light. However its reign was rocked as new competitors from parallel sauce categories saw an opportunity to create a new sector: flavoured mayonnaise.

Hellmann's was quick to launch two flavour variants within its core range; however these were somewhat insignificant against the...

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