Is Hellmann’s Plant-Based Mayo Rebrand Proof That ‘Vegan’ Labels Hamper Sustainable Sales?

Hellmann’s has rebranded its vegan mayo as ‘Plant Based Mayo’ in the UK in an effort to appeal to flexitarians. The decision to drop the term ‘vegan’ from the packaging comes after consumer research showed that flexitarians found ‘plant-based’ to be more inclusive. This move aligns with studies that have shown terms like ‘100% plant-based’ and ‘plant-based’ to be more effective in attracting consumers compared to ‘vegan’.

The rebranded mayo now contains less rapeseed oil, more sunflower oil, and xanthan gum, catering to the changing preferences of consumers. The relaunch also includes an innovative edible coating in the packaging to minimize food waste. Hellmann’s focus on sustainability and consumer preferences highlights the importance of labels in influencing sustainable food purchases and the impact it can have on sales.