Unilever has announced a tie-up in the direct-to-consumer channel in the UK by joining forces with delivery service Quiqup to work on its Hellmann’s condiments brand.

Quiquip will deliver fresh ingredients alongside Hellmann’s products linked to a number of recipes, targeting shoppers who are likely to make impulse purchases and delivering to them within an hour.

The recipes include a quinoa salad, El Cubano sandwich, fish skewers and a beef burger. All of the recipes pair Hellmann’s condiments – including its mayonnaise and ketchup – with fresh ingredients such as beef mince, pulled pork and vegetables.

A pilot launch will target “digitally savvy” millennial consumers in London, who Unilever says are more likely to spend on impulse.

Quiqup is a London-based logistics company that provides on-demand delivery services through a network of self-employed drivers. 

It will source the ingredients for each meal from mainstream supermarkets. The price for each delivery will range from between GBP11 (US$14.1) for the fish skewers and GBP20 for the El Cubano sandwich.

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Joanna Allen, global brand vice-president for Hellmann’s, said: “We recognised that consumers are looking to technology to help make their cooking and eating habits quicker and easier. By offering consumers the opportunity to directly shop the Hellmann’s recipes, we free up consumers’ time to focus on what they enjoy most – the pleasure of eating great tasting food.”

Quiqup CEO and co-founder Bassel El Koussa said: “Partnering with Hellmann’s has provided us with an entry route to collaboration with a well established big brand.

“Today’s consumers have come to expect businesses to offer fast, flexible and efficient delivery options because they recognise the scarcity of time and want to make the most of what they have. Our technology enables Hellmann’s to remain relevant to new audiences and adapt to changing digital consumer lifestyles.”

Hellmann’s worked with the Unilever Foundry – the company’s network of start-ups, of which Quiqup is a member – to develop the concept. 

In May, Unilever headed a round of investment into Sun Basket, the San-Francisco-based organic meal kit delivery service.