Hellmann’s is set to reinvigorate the ketchup category with the launch of two ground breaking innovations - Hellmann’s Tomato Ketchup Sweetened with Honey and Hellmann’s Tomato Ketchup made with Red & Green Tomatoes.
Available now, the new offerings are designed to entice consumers looking for healthy, sustainably sourced products that taste great. The launch will benefit from a £9m marketing investment in 2017, including TV adverts, OOH advertising and POS.
Hellmann’s Tomato Ketchup Sweetened with Honey is the first ketchup on the market to be solely sweetened by honey. This unique variant offers consumers a healthier and more natural way to enjoy their ketchup, using 30% less sugar (Versus market leader standard tomato ketchup).
Hellmann’s Tomato Ketchup made with Red & Green Tomatoes uses 36% more tomatoes by including both green and red varieties, ensuring that no good tomatoes go to waste. This unique approach is designed to help reduce food waste and save 2.5 million tomatoes each year across the EU (Based on 2016 harvest and the paste for all EU ketchups).
Hannah Webb, senior brand manager for Hellmann’s at Unilever, said: “We know that consumers are seeking healthy, sustainable and natural food products. Our new ketchup offering taps into this trend and is in line with our commitment to provide consumers with delicious, honest and high quality products made with natural ingredients.”
The packaging of the two ketchup variants will be in line with Hellmann’s 2017 total brand relaunch, featuring neutral colours used to match the New York deli where Hellmann’s originated in 1913.