Unilever spices up Hellmann’s with flavored mayo

Photo: Unilever

Unilever’s Hellmann’s brand is prioritizing the introduction of flavored mayonnaise to attract millennial and Gen Z consumers — demographics that use less of the condiment but are more attracted to new and novel varieties. It also brings more versatility to Hellmann’s by giving shoppers additional choices when making food at home, increasing the likelihood that they add it to meals and preparations they previously would not have.

The flavored mayonnaise market is estimated at $210 million, according to Circana data provided by Unilever.

Flavored mayonnaise has seen “significant growth” at Unilever, with sales “almost doubling” in 2023, according to Symmes. They have proven to be a boon for classic Hellmann’s Real, too, with up to 70% of buyers who purchase a flavored mayonnaise also grabbing a jar of the original.

Hellmann’s debuted its first two flavored mayonnaise offerings about a decade ago in the UK. But for several years, those were the only ones on the market.

The brand launched its first flavored item in the U.S. in 2022 with Spicy as part of an accelerated rollout around the world. It now sells 20 flavor varieties globally. In the U.S. alone, Hellmann’s has five flavored mayonnaise options: Chipotle; Spicy; Chili Lime made with Tajin; Italian Herb and Garlic; and Garlic Aioli.

Symmes said the pace of new launches “will likely slow down” as Hellmann’s takes time to “support, nurture and build up” the flavored mayonnaise products already in the market.

Despite the recent success of the flavored mayonnaise, he said it’s unlikely to overtake the original Real which commands the lion’s share of the brand’s sales.

Food Dive