Hellmann’s Rebrands Vegan Mayo As ‘Plant-Based’

Hellmann's has rebranded its vegan mayo as "plant-based" in an effort to be more inclusive to flexitarians, who eat a reduced amount of meat and animal foods. The company's consumer research found that using "vegan" on packaging can be off-putting to non-vegans, prompting the change in labeling. The reformulated product now contains less rapeseed oil and added sunflower oil and xanthan gum.

Flexitarians, rather than vegans and vegetarians, are driving demand for plant-based products, making up nearly half of plant-based consumers in many countries. Hellmann's sees significant room for growth in the vegan mayonnaise market, particularly from consumers looking to cut back on animal-based products without fully transitioning to a vegan diet. While rebranding to a plant-based label may be a tactic to boost sales, studies have shown mixed results in consumer preferences regarding vegan labeling on food products.