Hellmann’s is Unilever’s best-performing brand
By Felicia Nwosu
World’s No.1 mayonnaise, Hellmann’s, and Unilever’s best-performing brand has recorded an unprecedented double-digit growth in three consecutive years. The brand, whose presence has spread to over 65 countries, is a great example of purpose accelerating growth having complemented a fantastic quality product, outstanding innovations, the right channels, and the right value. This is also because; Hellmann’s has both the authority and the reach to drive change at scale.
Hanneke Faber, President, Unilever Foods & Refreshment, revealed that Purpose, product, and innovation anchored the secret to Hellmann’s growing success story. According to him, these qualities drove the statistical growth in a row, kicking off with 10% growth in 2020, 11% in 2021, and 15% in the first quarter of 2022. Meanwhile, about one thousand products are sold globally every minute.
The President added that Hellmann’s recipe for success also includes a meaningful purpose, pop culture appeal, relevant innovation, and, above all, a great-tasting superior product.
Her words: “Hellmann’s wins on taste among consumers and on being better for our planet. For example, it is the only leading Dressings brand in North America and Europe that uses 100% recycled plastic packaging, and 100% cage-free or free-range eggs.
“In addition, Hellmann’s purpose, fighting food waste has grown brand power, and brand power drives market share and in turn growth,” Hanneke continues. “But purpose is the icing on the cake; it’s not the cake itself.”
And success depends on choosing the right icing. “Brands must find their purpose by staying true to their product truth and category benefits. Only then can they take action and speak up on the issues that matter to their consumers,” she explained.
Faber explained that the brand also introduced other initiatives such as leading the fight against household food waste, stating that about 60% of all food waste happens in the home. She observed that from high-profile Super Bowl ads to creating online recipe resources to help home cooks make the most of the leftover food in their fridges, Hellmann’s mission to end food waste is a shining example of a perfect product–purpose match. This is after having helped people turn even the simplest ingredients into delicious meals for over a century.
Christina Bauer-Plank, Global Vice President of Hellmann’s and Dressings, on her part said the world’s No.1 mayonnaise uses science to power behavioural change.
“We know nobody sets out to throw good food away – food waste is an unintended outcome of people lacking the confidence, time, or skills to make the most of the food they have on hand,” says Christina Bauer-Plank, Global Vice President of Hellmann’s and Dressings.
“Globally, one-third of all food produced for human consumption is lost or wasted (FAO) and with 61% of food waste occurring in the home (WEF), we knew it was there that we needed to direct our action,” she added.
To this end, Hellmann’s has set its mission to inspire and enable 100 million people around the world every year to be more resourceful with their food so that they waste less as part of Unilever’s larger commitment to help achieve the UN’s Sustainable Development Goal 12.3 of reducing food waste by 50% by 2030.
Christina further pointed out that in 2020 and 2021, the brand partnered with behavioral scientists BEworks and other leading global experts to conduct one of the longest and largest consumer behaviour intervention studies on household food waste.
“We embarked on an ambitious study to uncover simple solutions that people could use at home to reduce their food waste – without sacrificing the enjoyment that comes from preparing a quick and tasty meal “We have used our learnings to shape a series of programmes aimed at helping people be more resourceful with the food they have in their home.”
However, the market performance of the brand in Nigeria is far below the international standard. With a population of over 200 million people, it is the considered opinion of industry watchers that purposeful marketing and promotions are required to better the fortunes of the brand in the competitive Nigerian market space.
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