Hellmann’s revamps Salad Dressings portfolio with launch of brand new range

This summer, Hellmann’s is set to reinvigorate the category with a relaunch of its entire Salad Dressings portfolio, all made Caesar with Smoked Garlic (2)with natural ingredients. Backed by a substantial £2million marketing investment, spanning OOH, video on demand and social media, this will be the first time Hellmann’s Salad Dressings have been supported by a full ATL media campaign.

 Sesame and Soy (2)

Rolling out now, the new and improved line up will offer consumers a variety of classic and modern flavours to suit a range of tastes, and tap into the millions of salad food occasions that take place in the UK every year[1]. As part of the relaunch, Hellmann’s is bringing two innovative new dressings to the market with Sesame and Soy and Coconut and Lime, which have been developed to attract shoppers desiring more experiential ingredients in their salads. Over 70% of the range features vegetarian and gluten-free credentials, to also target the growing number of consumers following specialist diets.[2]

 

Jon Walbancke, Brand Building Director at Unilever UK and Ireland, comments: “Salads are in exponential growth, but currently just 37% are consumed with an ambient accompaniment[3]. Unilever sees a huge opportunity in this meal segment, and the launch of Hellmann’s Salad Dressings will drive incremental sales by not only offering a huge variety when it comes to flavour, but addressing consumer concerns by using natural ingredients[4]. We are currently the biggest brand in the sub-category[5] and this updated offering from Hellmann’s demonstrates brand leadership and commitment to our consumers.”

 Thousand Island (2)

Hellmann’s Salad Dressings feature all-new packaging including an updated bottle design that’s in an easy-to-use squeezey format. Each variant showcases the tasty ingredients used within, to attract shoppers in the aisle looking for an exciting accompaniment for their salad.

 

The full range of Hellmann’s Salad Dressings include:

 

  • Hellmann’s Coconut & Lime Salad Dressing
  • Hellmann’s Sesame & Soy Salad Dressing
  • Hellmann’s Honey & Mustard Salad Dressing
  • Hellmann’s Thousand Island Salad Dressing
  • Hellmann’s Fat Free Vinaigrette
  • Hellmann’s Classic House Salad Dressing
  • Hellmann’s Caesar with Smoked Garlic Dressing

 

Coconut and Lime (2)

All seven new salad dressing variants – RRP £1.65*.

*Pricing at sole discretion of retailers

 

 

[1] 612million salad food occasions in the UK in 2017, 12.7% YOY growth. Kantar Worldpanel Usage | IH/CO Consumption | 52 w/e 29 Jan 2017

[2] Classic House, Coconut & Lime, Honey & Mustard, Thousand Island, Sesame and Soy and Caesar with Smoked Garlic are all suitable for vegetarians. Classic House, Coconut & Lime, Honey & Musstard, Thousand Island and Caesar with Smoked Garlic are all gluten-free

[3] Kantar Worldpanel Usage | IH/CO Consumption | 52 w/e 29 Jan 2017

[4] All variants are made using natural ingredients apart from Fat Free Vinaigrette

[5] Nielsen MAT Value Sales, 28.01.2018

Author: kimbarnard

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