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Hellmann’s aims to look ‘authentic and natural’ as it introduces new brand identity and positioning

Hellmann’s aims to look ‘authentic and natural’ as it introduces new brand identity and positioning

Hellmann’s mayonnaise has updated it brand positioning and identity to reflect a more ‘natural’ direction as consumers continue to look or products that are natural and sustainably sourced.

Supported by a £7m marketing campaign, the brand relaunch will see a new pack design roll out across its full mayonnaise portfolio, featuring a more contemporary, “deli-inspired colour palette” to communicate the authenticity of the product. The brand’s blue ribbon will remain, which has been used since the brand first began in 1913 when Richard Hellmann used it in his deli.

The revamp will also see Hellmann’s introduce a new and Light Mayonnaise recipe, which is now free from artificial flavours, colours and preservatives.

Hannah Webb, senior brand manager for Hellmann’s at Unilever said: “Consumers are increasingly looking for authentic and natural offerings when it comes to their food choices.

"Our relaunch is not just about a new packaging design or campaign, it is a new positioning which will permeate across everything we do moving forward. This is just the start of another exciting year of real transformation for Hellmann’s and we can’t wait to show consumers what else we have coming up.”

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