Unilever mayonnaise brand Hellmann’s will seek to reinvigorate the UK dressings market with the launch of a new, premium portfolio of barbecue and hot sauces, accompanied by “the brand’s biggest ever summer spend”.
Three new ranges, consisting of ten new products in total, will roll out across all channels in April. There are four barbecue sauces in 200ml glass cognac bottles, available in smokey American, spicy Brazilian, sticky Japanese and sweet Australian flavour variants; three hot and spicy sauces in 210ml glass bottles, available in Mexican chipotle, Jamaican habanero and Moroccan harissa flavours; plus three smooth and creamy sauces in 250ml squeezy bottles, with flavours consisting of burger, hot garlic chilli, and garlic and herb.
Each of the new sauces offer something completely unique, Hellmann’s said, introducing Britons and existing Hellmann’s mayonnaise consumers to a global palate of premium and multidimensional ingredients and flavours, sourced from around the world. The line-up, which will sit within the variety sauces segment of the UK’s dressings market, will seek to capitalise on growth in variety sauces’ market penetration, volume, value and shelf space.
In full: Hellmann’s new products
Their launch will be accompanied by a £10 million above-the-line media campaign entitled Grilltopia. Debuting in May, the marketing spend will drive association of Hellmann’s iconic mayonnaise offering and new product launches with the barbecue and grilling occasion, ahead of the key summer trading period. Activity has been planned across the TV, digital, out-of-home and PR channels.
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.”
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