Unilever will take a new step into the direct-to-consumer space by teaming up with Quiqup, an on-demand delivery start-up, to deliver fresh ingredients to consumers in an instant with its Hellmann’s brand.
The project is being handled by Unilever Foundry – the platform that manages Unilever’s partnerships with brands and start-ups.
It will target shoppers who are likely to make ‘impulse purchases’, the company said, allowing them to choose from various recipes and have all the necessary ingredients delivered directly to them within an hour.
The recipes include a quinoa salad, El Cubano sandwich, fish skewers and a beef burger. All of the recipes pair Hellmann’s condiments – including its mayonnaise and ketchup – with fresh ingredients like beef mince, pulled pork and vegetables.
Quiqup is more akin to a grocery delivery service like Ocado or FreshDirect in the US, meaning that – unlike meal delivery companies – it sources the ingredients for each meal from mainstream supermarkets rather than stockpiling pre-portioned amounts of each item. That means the price for each delivery, which can vary depending on availability, amounts to between £11 for the fish skewers and £20 for the El Cubano sandwich.
A pilot launch will initially target ‘digitally savvy’ millennial consumers in London, who Unilever says are more likely to spend on impulse.
It comes after Unilever bought into Sun Basket, the US meal delivery company, investing in the country’s burgeoning food delivery sector alongside the likes of Nestlé, Smithfield Foods and Campbell’s.
Joanna Allen, global brand vice-president for Hellmann’s, said: “We’re very excited to be launching this service in partnership with Quiqup. We recognised that consumers are looking to technology to help make their cooking and eating habits quicker and easier. By offering consumers the opportunity to directly shop the Hellmann’s recipes, we free up consumers’ time to focus on what they enjoy most – the pleasure of eating great tasting food. As a brand that originated in a deli, it’s an important opportunity for us to return to direct-to-consumer servicing.”
And Quiqup CEO & co-founder Bassel El Koussa added: “Partnering with Hellmann’s has provided us with an entry route to collaboration with a well-established big brand. Today’s consumers have come to expect businesses to offer fast, flexible and efficient delivery options because they recognise the scarcity of time and want to make the most of what they have. Our technology enables Hellmann’s to remain relevant to new audiences and adapt to changing digital consumer lifestyles.”
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