The range, which has new variants including Sesame and Soy and Coconut and Lime, is made with natural ingredients. More than 70% of the products claim vegetarian and gluten-free credentials, to target the growing number of consumers following specialist diets.
Variants include Honey & Mustard, Thousand Island, fat free vinaigrette, classic house salad dressing and caesar with smoked garlic.
Salads in growth
“Salads are in exponential growth, but currently just 37% are consumed with an ambient accompaniment,” said Jon Walbancke, brand building director at Unilever UK and Ireland.
“Unilever sees a huge opportunity in this meal segment, and the launch of Hellmann’s Salad Dressings will drive incremental sales by not only offering a huge variety when it comes to flavour, but addressing consumer concerns by using natural ingredients.
“We are currently the biggest brand in the sub-category and this updated offering from Hellmann’s demonstrates brand leadership and commitment to our consumers.”
The range features new packaging including an updated bottle design in an easy-to-use squeezey format.
£2m marketing investment
The relaunch is being backed with a £2m marketing investment, spanning out of home, video on demand and social media.
Last month, it was revealed that Unilever could potentially be moving its group head office out of the UK. The company is considering moving its head office to Rotterdam in The Netherlands, although a decision has yet to be made. Currently it has two headquarters in London and