Hellmann’s is launching a new, premium range of sauces and a £10 million campaign - the brand’s biggest ever summer spend.
Rolling out to all channels in April, the 10 strong line-up of sauces fall into three sub-ranges:
- Four Grilling BBQ sauces (rrp £1.89) in 200ml glass cognac bottles – Smokey American, Spicy Brazilian, Sticky Japanese and Sweet Australian
- Three Hot & Spicy sauces (rrp £1.89) in 210ml premium glass bottles – Mexican Chipotle, Jamaican Habanero and Moroccan Harissa.
- Three Smooth & Creamy sauces (rrp £1.69) in squeezy 250ml bottles - Burger, Hot Garlic Chilli and Garlic & Herb
The brand, from Unilever UK, says each of the new sauces offer something unique, introducing British consumers and existing Hellmann’s Mayonnaise fans to a global palate of premium and multidimensional ingredients and flavours sourced from around the world.
Jamaican Habanero comprises caramelised mango puree with fiery habanero chills and Japanese Sticky Grill fuses chilli peppers with the famous Kikkoman sauce.
Launching in May, the £10 million (gross media value) ATL campaign, entitled ‘Grilltopia’, will drive association of Hellmann’s iconic mayonnaise offering (Hellmann’s Real Mayonnaise and Hellmann’s with Olive Oil mayonnaise style dressing) and innovative NPD with the BBQ and grilling moment, with activity planned across TV, digital, OOH and PR.
The innovative line-up will sit within the Variety Sauces segment of the UK Dressings market. Variety Sauces is growing in penetration, volume, value and shelf space (Nielsen), and as one of the first brands to invest significantly in this segment, Hellmann’s is looking to capitalise on this growth, attracting even more new shoppers and transferring the huge success it has seen as the UK’s favourite mayonnaise brand into variety sauces.
Hellmann’s brand manager Hannah Webb said: “With summer fast approaching, we cannot wait to offer barbecue-lovers and grillmasters a brand new range of premium and contemporary sauces to use alongside their favourite mayonnaise.
“Our new range of BBQ and Hot Sauces will introduce a global palate to the UK BBQ occasion with delicious and eclectic flavours inspired by food cultures from around the world that are sure to excite British consumers and mayonnaise fans alike.”
Designed to drive usage and consumption, each variant within the range has been paired with a specific food, which will be highlighted on pack and instore via on shelf POS, to inspire and educate shoppers on how the sauces can be used in a variety of ways – glaze, pour, marinade and dip. A first for the category, this food pairing tactic is set to explode growth and revolutionise the way consumers shop within the segment.