Unilever is adding to its iconic British mustard brand Colman’s with a new Mild variant, to help extend the brand’s appeal.
The launch of Colman’s Mild Mustard will be supported by a £3m marketing investment for the overall Colman’s brand.
Hannah Webb, brand manager, said: “Our new Colman’s Mild Mustard gives you the traditional flavour of English Mustard, but turns down the heat, allowing you to use your mustard with a wider variety of dishes: dollop on a fresh salad, spread lavishly over a ham sandwich, or add an even more generous helping to go with your Sunday roast.
“The new taste profile is designed to open more usage occasions for the brand, ultimately growing the category. We’re confident that the more mellow flavour will appeal to new consumers, especially families and the younger shopper who we know are attracted to lighter tasting mustard.”
The new variant is packaged in the iconic Colman’s conical jar, with a light yellow label to communicate the milder flavour.
The launch also coincides with a change to the case size of Colman’s Mustard to a more convenient and cost-effective format for retailers. Colman’s Mustard (available in 170g and 100g jars) and Mild Mustard (in a 170g jar), will now come in cases of eight instead of 12, giving retailers a lower stock holding opportunity.
To drive trial, Colman’s has also refreshed the brand’s call to action across its range of shelf-ready packaging, with the ‘Meat Needs Mustard’ messaging on English Mustard. Eye catching messaging will also be reflected across the Mild Mustard, Condiments and Hot Dog Mustard range.
The cases of eight are available to retailers now, with the new variant priced at £1.59 for a 170g pack.