Hellmann's Rebrands Vegan Mayo as 'Plant-Based' to Appeal to Flexitarians

Hellmann's has rebranded its vegan mayonnaise as 'Plant-Based Mayo' in the UK, aiming to attract a broader audience, including flexitarians and meat-eaters. This decision stems from consumer research indicating that the term 'vegan' can deter potential buyers.

The product, which was initially launched in Britain in 2018, remains free from animal products despite the rebranding. The recipe has been slightly modified to include less rapeseed oil and more sunflower oil and xanthan gum to improve texture.

Hellmann's aims to tap into the growing market of flexitarians, who make up almost half of plant-based consumers in many countries. A spokesperson for Hellmann's noted that the term 'vegan' can be a 'barrier for flexitarians, who see 'plant-based' as more inclusive.'

The rebranded product is being distributed in supermarkets across the UK in various packaging options, including 400ml glass jars and 430ml and 750ml squeeze bottles. The new squeeze bottle technology features a vegan coating that helps the product glide out without sticking, reducing food waste and making the bottles more recyclable.

Why this matters: The rebranding of Hellmann's vegan mayonnaise reflects a larger trend in the food industry to appeal to a broader audience and capitalize on the growing demand for plant-based products. This shift in labeling could have significant implications for the sales and marketing strategies of companies in the industry.

Consumer research has shown that the way plant-based products are labeled can significantly influence sales. A study found that meat-eaters in the US were twice as likely to choose a plant-based meal if it didn't have a dietary label compared to when it was labeled as vegan. Another study highlighted that foods marketed as 'healthy' and 'sustainable' were more likely to be chosen than those labeled as either vegan or plant-based.

Despite the trend towards 'plant-based' labeling, some brands continue to use 'vegan' to reflect their mission-driven approach. For instance, VFC, a UK brand, stated, *'We are vegan activists first and food producers second.'*

Hellmann's rebranding efforts align with broader market trends and consumer preferences. By adopting the 'plant-based' label, the company hopes to make its product more appealing to a wider audience and drive sales growth in the expanding plant-based market.

Hellmann's rebranding of its vegan mayonnaise as 'Plant-Based Mayo' reflects a strategic move to appeal to flexitarians and meat-eaters. The change aims to overcome the sales barrier posed by the 'vegan' label and capitalize on the growing demand for plant-based products.

Key Takeaways

• Hellmann's rebrands vegan mayonnaise as "Plant-Based Mayo" in the UK.
• The term "vegan" can deter potential buyers, including flexitarians and meat-eaters.
• The product's recipe has been modified to improve texture and reduce rapeseed oil.
• The rebranding aims to tap into the growing market of flexitarians and plant-based consumers.
• The change reflects a broader trend in the food industry to appeal to a broader audience.