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 …
