Hellmann’s Rebrands Vegan Mayo to Appeal to a Wider Consumer Base

Hellmann’s UK has rebranded its vegan mayo to “Plant-Based Mayo” in an effort to appeal to a wider range of consumers. The company found that the term “vegan” was off-putting to some flexitarians, leading them to believe the product wasn’t for them. The updated mayo recipe now contains less rapeseed oil and includes sunflower oil and xanthan gum. Other brands, like Magnum, have also made similar moves away from the word “vegan” in labeling their plant-based products.

Research shows that the way plant-based products are labeled can significantly impact consumer preferences. While some brands find it important to use the term “vegan” to reflect their mission-driven approach, others opt for more inclusive terms like “plant-based” to appeal to a broader audience. The optimal term may vary depending on the product and target demographic, with some consumers associating “plant-based” with health and sustainability.