Hellmann’s, the UK’s number 1 mayonnaise brand (Nielsen sales data MAT 28.01.17), is undergoing a complete brand refresh through new positioning and upgraded recipes.

The move follows the growing consumer trend for products that are natural and sustainably sourced (KWP Usage data, 52 w/e December 2016). The revamp is being supported by a substantial £7m ‘On the side of food’ marketing campaign, designed to bring the incredible taste and quality ingredients of Hellmann’s to the forefront.

The brand relaunch will see a fresh pack design roll out across its full mayonnaise portfolio, featuring a more contemporary, deli-inspired colour palette, communicating the simplicity and authenticity of the product. The iconic blue ribbon will remain as the symbol of the Real Mayonnaise – as used by Richard Hellmann in his deli when the brand first began in 1913.

The revamp will also see Hellmann’s introduce a new and improved Light Mayonnaise recipe, featuring the same great taste of Hellmann’s, but now free from artificial flavours, colours and preservatives.

Hannah Webb, senior brand manager for Hellmann’s at Unilever says: “Consumers are increasingly looking for authentic and natural offerings when it comes to their food choices. Our relaunch is not just about a new packaging design or campaign, it is a new positioning which will permeate across everything we do moving forward. This is just the start of another exciting year of real transformation for Hellmann’s and we can’t wait to show consumers what else we have coming up!”