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March 29, 2016

Unilever launches Hellmann’s sauces range in UK

Unilever is to take its mayonnaise and dressings brand Hellmann's into the UK sauces category with the launch of a range of hot and barbecue products.

By Dean Best

Unilever is to take its mayonnaise and dressings brand Hellmann’s into the UK sauces category with the launch of a range of hot and barbecue products.

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Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
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The consumer goods group has developed a line of ten products – four barbecue, three “hot and spicy” and three “smooth and creamy” sauces.

The barbecue sauces include a Japanese line that contains Kikkoman sauce, while the hot-and-spicy stable includes a Jamaican habanero sauce.

Citing Nielsen data, Unilever said what it called “variety sauces” is “growing in penetration, volume, value and shelf space”.

“Our new range of BBQ and hot sauces will introduce a global palate to the UK BBQ occasion,” brand manager Hannah Webb said.

Unilever has paired each sauce with a food, which will be highlighted on the packaging and on shelf labels.

The sauces will roll out next month, with a GBP10m advertising campaign to launch in May.

The 250ml smooth-and-creamy sauces have a recommended price of GBP1.69. The 200ml barbecue and 210ml hot-and-spicy sauces have a recommended price of GBP1.89.

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Unilever- A Deep-dive into Product Launches and Advertising Strategy

Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
  • Track product launches by FMCG companies to get an understanding of the product-level strategies including geographic concentrations, innovation types, product claim, category focus and more
  • Monitoring the advertising strategies of various brands and gain insights into channel focus, regional focus, and more
  • Perform company-level analysis to understand business model, size, and geographic focus
Don’t miss out on key market insights that can help optimize your next investment – read the report now.
by GlobalData
Enter your details here to receive your free Report.

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