Hellmann’s, the number one mayonnaise brand in the UK, is set to bring a fresh twist to the nation’s favourite meal with the launch of Hellmann’s Sweet Sandwich Time Mayonnaise with Deli-Style Mustard and the Meal Diamond sandwich.
Designed to tap into the UK’s biggest everyday eating occasion, the launch responds to the continued shopper appetite for simple lunchtime upgrades. With sandwiches accounting for 5.4 billion occasions a year in the UK but only 14.2% currently including mayonnaise3, Hellmann’s is looking to strengthen the connection between sandwiches and sauce usage with a limited-edition offer created exclusively for Tesco.
The launch is built around Hellmann’s ‘Sweet Sandwich Time’ summer campaign, which references one of Britain’s most loved singalong anthems, ‘Sweet Caroline’. The campaign creates a memorable seasonal moment by leveraging the song’s cultural relevance as an unofficial anthem for football fans this summer.
Hellmann’s Sweet Sandwich Time Mayonnaise with Deli-Style Mustard has been developed to elevate familiar favourites with a tangy, creamy flavour profile.
The complementary Meal Diamond sandwich – made with Sweet Sandwich Time Mayonnaise with Deli-Style Mustard – reimagines the classic ham and cheese combination with crisp lettuce and a richer, more indulgent finish. It’s designed to drive incremental meal deal and food-to-go sales for Tesco by adding value and excitement to shoppers’ lunchtime purchases, while also encouraging increased mayonnaise usage in sandwiches.
The launch is also a first-of-its-kind collaboration, bringing together Unilever Foods & Food Solutions, Tesco Retail, Tesco Food-to-Go and Samworth Brothers to co-create an exclusive, shopper-led lunch proposition from product development through to in-store execution.
Claire Racklyeft, condiments marketing director UKI at Unilever, commented: “We know sandwiches are the UK’s go-to lunch and the number one occasion for mayonnaise4, so we wanted to bring some real fun and flavour with this launch. Sweet Sandwich Time Mayonnaise is a great example of how we can take a familiar favourite and give it a fresh twist, while the Meal Diamond sandwich helps bring that idea to life in a simple, tasty and relevant way for Tesco shoppers. We can’t wait for the ‘Sweet Sandwich Time’ campaign to hit stores this summer and give the nation’s lunch a lift – because Hellmann’s makes it taste so good, so good, so good!”
Annika Johnston, Senior Buying Manager at Tesco: “We love bringing exclusive and exciting new products to our customers, and we’re delighted to partner with Hellmann’s on this exclusive launch. The new Sweet Sandwich Time Mayonnaise is going to bring a lot of fun to the category, and the Meal Diamond sandwich is a delicious, must-try addition to our meal deal.”
Dominique Yeo, customer account manager at Unilever, added: “It has been brilliant to partner with Tesco to bring the Sweet Sandwich Time concept to life, with the exclusive launch of Hellmann’s Sweet Sandwich Time Mayonnaise and the Meal Diamond Sandwich. This combination of a new Hellmann’s flavour and a standout sandwich gives shoppers a simple way to upgrade their lunch, while bringing real excitement to the Meal Deal and Table Sauces range this summer.”
Kate Robinson, category commercial director at Samworth Brothers, said: “Getting to collaborate with partners like Unilever and Tesco to create fantastic food is what we’re all about. This was a brilliant collaboration that brought together the best of our companies to create something truly special for Tesco shoppers, and we’ve worked closely with Hellmann’s to create the Meal Diamond sandwich – a truly top-tier sandwich that delivers that richer, more indulgent lunchtime moment shoppers are looking for.”
Hellmann’s Sweet Sandwich Time Mayonnaise with Deli-Style Mustard and the Meal Diamond sandwich will be available exclusively at Tesco from June
