Hellmann’s aims to look ‘authentic and natural’ as it introduces new brand identity and positioning

Hellmann’s mayonnaise has updated it brand positioning and identity to reflect a more ‘natural’ direction as consumers continue to look or products that are natural and sustainably sourced.
Supported by a £7m marketing campaign, the brand relaunch will see a new pack design roll out across its full mayonnaise portfolio, featuring a more contemporary, “deli-inspired colour palette” to communicate the authenticity of the product. The brand’s blue ribbon wi