Hellmann's Plant-Based Mayo Replaces the Vegan Original
Michael Hemsworth — May 31, 2024 — Marketing
References: hellmanns & vegconomist
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.
Image Credit: Unilever/Hellmann's
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.
Image Credit: Unilever/Hellmann's
Trend Themes
1. Plant-based Rebranding - Rebranding vegan products to plant-based alternatives attracts a broader consumer base beyond strict vegans.
2. Flexitarian Marketing - Flexitarian-targeted marketing strategies are emerging, aimed at those who occasionally choose plant-based options over animal products.
3. Ingredient Optimization - Innovating with recipe modifications, such as incorporating sunflower oil and xanthan gum, caters to texture and health-conscious preferences.
Industry Implications
1. Food & Beverage - The shift from vegan to plant-based branding creates new market segments within the food and beverage industry.
2. Consumer Packaged Goods - Product rebranding within consumer packaged goods enhances alignment with evolving dietary trends and consumer preferences.
3. Health & Wellness - The adoption of healthier ingredients in rebranded products signifies a growing convergence of the health and wellness industry with everyday food choices.
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