It seems every major brand is finally getting on board with the ever-growing shift to veganism, with Hellmann’s the latest brand to launch a plant-based product; finally bringing its vegan mayo to the UK
Rolling out to Tesco from 24 September, and all major supermarkets by the end of the year, the mayonnaise will follow the standard Hellmann’s recipe but the egg will be replaced with maize starch
Retailing at £2.15 for a 270g jar, it is certified vegan by the European Vegetarian Society and will use the same rapeseed oil as Hellmann’s other mayo products available in the UK.
Unilever, which owns the Hellmann’s brand, says the vegan mayo has been a “huge success” in the US, where it is made with soyabean oil. The company claims it has the same ‘rich and creamy taste’ as Hellmann’s original mayonnaise.
Jon Walbancke, marketing director for sauces & condiments at Unilever, told The Grocer magazine:
“To continue to appeal to new shoppers, we are actively investing in key consumer triggers, which is why we are introducing a mayonnaise that taps into the vegan dietary trend.”
Unilever also added that it is launching the vegan mayo in the UK to satisfy the third of consumers who identify as flexitarian.
According to The Grocer, the mayo will help Hellmann’s claw back £3.6m of lost value sales, by tapping into the growing demand for plant-based products.
Although vegan mayo has been available in UK supermarkets for some time – via own-brand ‘free from’ products and niche brands such as Follow Your Heart – the Hellmann’s launch could further encourage non-vegans to try a plant-based alternative to traditional mayonnaise.
In 2014, Unilever sparked controversy in the US when it sued a vegan mayo brand for false advertising. It claimed Hampton Creek’s Just Mayo was misleading as it doesn’t contain eggs, which is required by the federal standard for identity for mayonnaise. However, Unilever later dropped the lawsuit after a backlash from consumers.
It seems Unilever eventually realised that if you can’t beat them, join them – a sensible move when all roads point to veganism!
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