Mayonnaise – how Hellmann’s became synonymous with giving new life to food

Hellmann’s, Unilever’s line of condiments, position themselves as solving a problem, not selling a product. Most food & beverage brands differentiate themselves from competition on taste & quality/use of ingredients. In the world of condiments, this is difficult as most consumers perceive this segment to be functional.The Hellmann’s unique marketing strategy team at Unilever understood …

Recent regulations in the FMCG sector

Increasingly, consumers are demanding products which minimise harm to, or have a positive effect on, the environment. As a result, there has been a proliferation of brands and products which claim to meet that demand. Thus, there have been an increasing number of regulations in the FMCG sector addressing health and environmental impacts , especially …