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August 24, 2017

Unilever announces UK direct-to-consumer tie-up

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.

By Andy Coyne

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.

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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.

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.

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Free Whitepaper
img

What is the impact of historically high inflation on the UK consumer landscape?

The average UK consumer is experiencing a severe cost-of living crisis as inflation surges to a forty-year high and the price of goods continues to rise. This shock is the result of the sharply increasing costs of commodities, energy, and the ongoing conflict in Ukraine, and is threatening FMCG manufacturers, retailers, and foodservice operators’ ability to survive and grow. Inflation will have a profound effect on many consumer-facing industries in 2022 and beyond. Consult GlobalData’s new whitepaper, Inflation in the UK: The Impact of Historically High Inflation on the UK Consumer Landscape, to better understand shifts in consumer behavior and their impact on spending patterns, as well as the implications for UK businesses. This whitepaper covers:  
  • Why has global inflation returned with a vengeance?
  • What is the current inflation situation in the UK?
  • What impact is inflation having on UK retail sales?
  • What tactics are businesses relying on to tackle the effects of high inflation?
  • How are consumers changing their behaviors to cope with the higher cost of living?
  • Which industry sectors are most vulnerable to reduced consumer demand?
  • How is the government responding to high inflation?
  • How long will high inflation last in the UK?
  • How can your company survive and thrive in a high inflation environment?
Enter your details here to receive your free whitepaper and ready your business for these increasingly uncertain times.
by GD50 Custom
Enter your details here to receive your free Whitepaper.

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