Colman’s launches Mild mustard with reduced-heat flavour

Unilever’s iconic mustard brand, Colman’s, has extended its range of English mustard with the launch of new mild variety available from this month.

Colman’s Mild features less heat than regular offerings, and its launch will be supported by shopper marketing investment in combination with a £3m above-the-line investment across the Colman’s brand.

The mustard is packaged in the iconic Colman’s conical jar with a light yellow label, which communicates to consumers the milder flavour of the new variant, Unilever said.

The launch of the new variant coincides with a change to the case size of Colman’s mustard to a more convenient and cost effective format for retailers. 170g and 100g jars of Colman’s mustard, and 170g jars of Mild mustard, will now be available in cases of eight instead of twelve, presenting retailers with a lower stock holding opportunity.

To drive trial and frequency of purchase, Colman’s has also refreshed its brand’s call to action across the range of shelf-ready packaging, with the more disruptive “meat needs mustard” messaging appearing on its English Mustard. Eye-catching messaging will also be reflected across the Mild mustard, condiments and hot dog mustard range, the brand added.

Colman’s brand manager Hannah Webb 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.

“This 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.”