Unilever has decided to widen the distribution of its Hellmann’s mayonnaise brand in the Netherlands.
Hellmann’s, already on sale in “niche” stores, will hit the mainstream retail channel in weeks, a spokesperson told just-food.
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Unilever already sells mayonnaise in the Netherlands under the Calvé brand, while the category has other notable brands including Remia.
However, Unilever is confident Hellmann’s will not cannabalise Calvé sales and can enjoy wider success across the Netherlands. “There’s a lot of room in the market,” the spokesperson said.
