Hellmann's Plant-Based Mayo might appear like a new product, but it's in fact the same as its original vegan variety that has undergone a rebranding to help make it more applicable to a wider swath of the consumers.
The condiment has been slightly augmented in terms of its recipe, which has less rapeseed oil and is enhanced with sunflower oil and xanthan gum for textural enhancement. The condiment was rebranded to give it more universal appeal for consumers who might practice the flexitarian lifestyle and don't feel that vegan products are. for them. This speaks to a wider shift towards plant-based over vegan branding in the market overall as consumers seek out more meat and dairy-free alternatives.
Hellmann's Plant-Based Mayo is being rolled out in the UK in both glass jars and squeeze-style bottles.