Hellmann's: Squeezy Does It

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The UK's best-loved mayonnaise, Hellmann's, just got even better with the introduction of a new squeezable top-down package.

The UK's best-loved mayonnaise, Hellmann's, just got even better with the introduction of a new squeezable top-down package by packaging technologists, Seaquist Closures and new Hellmann's Squeezy labels brought to consumers by UK labelling experts Etiquette (http://www.etiquette.co.uk) - the world of mayonnaise has been turned on its head.

New Hellmann's Squeezy is available in both 650ml and 350ml packs, which remain stable both in fridge and on-shelf environments thanks to the closures' considerable foot-print.

The introduction of new packaging technology is good news for consumers with non-drip, no spill dispensing, the package is certain to remain perfectly clean after use, due largely to the new inverted position. The product is always ready to dispense at a flip of the lid.

A new raised spout is ideal for added directionality, also ensuring that the dressing is applied just where and how the consumer chooses, as opposed to nearby surfaces and items of clothing.

The introduction of the Hellmann's Squeezy range comes shortly after Marmite went for squeeze appeal with the biggest change in it's 104 year history.

Unilver's move to alter the packaging and labels of both it's Hellmann's and Marmite brands follows the growing trends from Branston and Heinz to take their products into this format.

ABOUT Hellmann's Mayonaise

After 100 years, Hellmann's is now much more than mayonnaise. Today the range includes light products such as Hellmann’s Extra Light mayonnaise, Salad Dressings plus other condiments like Burger Sauce, Hot & Spicy Tomato Sauce, Curry Sauce and Saucy Chip Dip.

How it all started:

Hellmann's was born in 1905 when Richard Hellmann began selling mayonnaise made from his wife's own recipe. Used in salads and sold in their New York delicatessen, the mayonnaise proved so popular that Hellmann began selling it in 'wooden boats' used for weighing butter.

Hellmann's mayonnaise arrived in the UK in 1961. Mayonnaise was a relatively new concept in Britain so the early years were spent educating people and promoting the product as a 'side of plate' condiment.

By the late 1980s the brand was well-established and advertised as 'the only mayonnaise,' claiming over half of the market. In a time of greater health awareness, people also responded well to the introduction of the Light variety with less fat and fewer calories, so much so that an Extra Light, containing only 6% fat – was added to the range.

Hellmann's launched a low-carb version of 'Light' under the Carb Options brand in 2004 – a range which also includes a variety of carb-reduced salad dressings and sauces. In the same year, Hellmann's relaunched their range of six salad dressings.


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Martin Williams
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