Hellmann’s launches new mayonnaise-style dressing with olive oil

Unilever has announced the launch of a new mayonnaise-style dressing with olive oil, as part of its Hellmann’s brand of mayonnaise.

Launching this month, new Hellmann’s with olive oil features a blend of olive oil and is a natural source of omega-3. It will be available in 400g glass jar and 430ml squeeze bottle formats with recommended retail prices of £2.39 and £2.99 respectively.

According to Hellmann’s, “the product launches at a time when consumers are looking for products with a healthier positioning and seeks to reinvigorate the £146 million mayonnaise market by offering consumers a new product proposition from an iconic brand”.

It will be supported by a £5m marketing campaign that launches in June, covering television, digital, PR and out-of-home advertising.

Hellmann’s senior brand manager Kyrie Merryman said: “Hellmann’s with olive oil mayonnaise-style dressing will appeal to consumers looking for different flavours and formats during the upcoming barbecue season, and can be used with a variety of dishes – from salads, to grilled meats, and sandwiches. We are very excited about this new product launch.”