© Unilever/Hellmann's

Products & Launches

Hellmann’s Rebrands Vegan Mayo to Appeal to a Wider Consumer Base

Hellmann’s UK has announced it is renaming its vegan mayo to “Plant-Based Mayo” with the aim of appealing to a broader range of consumers. The company said its consumer research had shown that the word “vegan” deters some flexitarians, who feel that the product isn’t intended for them. The term “plant-based” is reportedly seen as more inclusive. The mayo’s recipe has also been altered; it now contains less rapeseed oil, while sunflower oil and xanthan gum have been added. The updated product is currently rolling out at supermarkets in 400ml glass jars and 430ml and 750ml squeezy bottles. Some other brands are also moving away from the word “vegan”. Magnum — which, like Hellmann’s, is owned by Unilever — has previously launched several plant-based ice …



© Best Foods / Unilever

Products & Launches

Best Foods Vegan Mayo Arrives in NZ. But Isn’t This Hellman’s? What’s the Story?

Unilever today announces the launch of Best Foods vegan mayo in New Zealand, in response to the “rapidly expanding wave of consumers looking for a better balance,” according to the brand. But consumers around the world will recognise it as the Hellman’s brand mayo which has been popular in several markets for years – what’s the story? Hellman’s / Best Foods Hellman’s, and Best Foods, identical brands owned by Unilever since 2000, operate under the two brands in different markets. The famous sauces and condiments are sold under the Best Foods brand in US states west of the Rocky Mountains as well as East Asia, Southeast Asia, New Zealand and Australia. Meanwhile, the products use the Hellman’s name in US states east of the Rocky …



©The Vurger Co

Market & Trends

Vegan Mayonnaise Not a Phase: Here’s the Sauce on the Best New and Emerging Mayos in Plant-Based

Updated Dec 2023: As of 2023, the BeSaucy vegan mayo range in the UK is still doing well, with four different flavor options available, and the same goes for Mayoneur in The Netherlands. Currently, Vurger’s mayo range is no longer available as per the company’s website. Vegan mayo options in North America continue to do well, with Hellmann’s, Follow Your Heart, and Heinz, all demonstrating consistent success.  Notable players have also entered the vegan mayo market, with NotCo announcing the US debut of NotMayo as part of its partnership with Kraft Heinz. NotMayo also launched at Target stores across the US in March 2023. Cult favorite KEWPIE also launched a vegan version of its Japanese mayonnaise earlier this year.  Vegan mayonnaise is continuing to thrive …


Hellmann's Vegan


Top Stories

Hellman’s Egg-free Mayonnaise Now Available in UK

Hellmann’s Mayonnaise, owned by food giant Unilever, has traditionally been the most popular mayonnaise by a large margin. However, when vegan mayo arrived on the scene, their share started slipping; first slightly to 46.6 percent, from 46.9 percent in 2014, then steadily more as veganism exploded. Overall sales declined to $1.8 billion, from $1.83 billion the previous year.