Hellmann's Vegan Mayo - Success Case Study

This report is part of the publisher's Success and Failures case study series, which explores the reasons underpinning success or failure, and key learnings. This particular case is regarding Hellmann's Vegan Mayo, which had gained a considerable amount of consumer interest.

Hellmann's Vegan Mayo have gained a considerable amount of popularity as consumers desire to buy products that are vegan and have benefits for their health. with Hellmann's already being an established brand, it is likely consumers will be interested in a vegan version of the staple condiment.

Scope

• In 2018, long-established condiment brand Hellmann's launched a vegan option of its mayonnaise, replacing egg with plant-based ingredients.
• Vegan Mayo is certified vegan and gluten-free and is free from any artificial colors. The pack also states 'same great taste' and 'plant-based,' emphasizing that the brand aims to deliver the same taste as its original mayonnaise.
• The brand also included sustainability aspects, such as using ethically sourced ingredients and recycled material for the packaging. The sustainability initiatives are highly influential for consumers' purchase decisions.
• Brands need to acknowledge changes in consumer behavior and make them relevant and actionable in the industry.

Reasons to Buy

• Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
• Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
• Access valuable strategic take-outs to help direct future decision-making and inform new product development.