Unilever Bestfoods is to develop Hellmann’s as a flagship brand, with the launch of a range of table sauces later this year. It is the brand’s first move away from its core range of dressings and mayonnaise in the UK.
The launch of the sauce range is designed to attract younger consumers to the Hellmann’s brand. It is understood that there will be five flavours, including a curry sauce, a spicy chilli sauce and a burger relish. It will be available in squeezy plastic bottles instead of glass jars. The Hellmann’s brand is also being extended in the US with a three-strong Dippin’ Sauces range.
Unilever is expected to back the launch with a significant advertising spend, likely to include television. Last year, the company spent £3.5m marketing the Hellmann’s range, which also includes garlic olive oil. Lowe handles the creative account for the brand.
The decision to extend Hellmann’s is part of Unilever’s Path to Growth strategy, which entails reducing its portfolio from 1,600 to 400 core brands. The five-year strategy was launched in 2000. Olive oil-based spread Olivio is also being rebranded under the Bertolli brand as part of the the strategy.
Unilever Bestfoods is considering a move to introduce corporate branding across its portfolio. A decision has yet to be made.