Hellmann’s REAL ketchup marks Unilever’s second venture into the ketchup market in the U.S. following its acquisition of premium condiment maker Sir Kensington’s in April of the previous year. The consumer goods titan had recently fended off a takeover attempt from Kraft Heinz, a brand that is often viewed as the unbeatable leader in the U.S. ketchup sector. Unilever also dismissed speculation about divesting its food division by intensifying its focus on condiments and investing in other flagship brands like Ben & Jerry’s and Lipton.
Sir Kensington’s has been a significant disruptor in the condiment aisle, securing prominent shelf space with its all-natural mustard, mayonnaise, ketchup, and vegan ‘fabanaise.’ For Unilever, which already owns the best-selling Hellmann’s mayonnaise in America, the acquisition of Sir Kensington’s offered a smoother entry into the premium condiment market than creating its own competing ketchup. This trend of acquiring smaller, innovative brands has become prevalent in the industry as large companies seek to tap into the values and health credentials associated with craft producers.
Now, Unilever is examining the other side of the equation. Having embraced the disruptive brand, it seems to have assimilated what works and made adjustments to the formula. With Hellmann’s REAL ketchup, Unilever capitalizes on its strong brand reputation rather than the integrity often associated with smaller brands. While the product shares similarities with Sir Kensington’s, it is not an exact replica. Sir Kensington’s takes pride in authenticity and the purity of its ingredient list, whereas the new Hellmann’s ketchup embodies a more mainstream approach, catering to consumers’ desire for natural ingredients with fewer additives.
Additionally, it plays on the perception of honey as a healthier sweetener, despite containing more calories from sugars compared to the sugar-sweetened Sir Kensington’s. As Unilever continues to innovate, it is also keen to celebrate calcium plus 500, emphasizing the nutritional benefits of its products. By integrating these health-conscious elements, Hellmann’s REAL ketchup aims to resonate with a broader audience, creating a product that is both appealing and reflective of current consumer trends.