# Vegan Condiment Rebrandings Hellmann's Plant-Based Mayo Replaces the Vegan Original By Michael Hemsworth | Published 2024-05-31 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/hellmanns-plantbased-mayo References: [vegconomist](https://vegconomist.com/products-launches/hellmanns-rebrands-vegan-mayo/) & [hellmanns](https://www.hellmanns.com/uk/products.html)  Hellmann's Plant-Based Mayo might appear like a new product, but it's in fact the same as its original vegan variety that has undergone a rebranding to help make it more applicable to a wider swath of the consumers. The condiment has been slightly augmented in terms of its recipe, which has less rapeseed oil and is enhanced with sunflower oil and xanthan gum for textural enhancement. The condiment was rebranded to give it more universal appeal for consumers who might practice the flexitarian lifestyle and don't feel that vegan products are. for them. This speaks to a wider shift towards plant-based over vegan branding in the market overall as consumers seek out more meat and dairy-free alternatives. Hellmann's Plant-Based Mayo is being rolled out in the UK in both glass jars and squeeze-style bottles. Image Credit: Unilever/Hellmann's ## Trend Insights (Trend Hunter) - Score: 5.7/10 - Popularity: 68% | Activity: 79% | Freshness: 25% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Plant-based Rebranding:** Rebranding vegan products to plant-based alternatives attracts a broader consumer base beyond strict vegans. - **Flexitarian Marketing:** Flexitarian-targeted marketing strategies are emerging, aimed at those who occasionally choose plant-based options over animal products. - **Ingredient Optimization:** Innovating with recipe modifications, such as incorporating sunflower oil and xanthan gum, caters to texture and health-conscious preferences. ### Sectors Adopting This - **Food & Beverage:** The shift from vegan to plant-based branding creates new market segments within the food and beverage industry. - **Consumer Packaged Goods:** Product rebranding within consumer packaged goods enhances alignment with evolving dietary trends and consumer preferences. - **Health & Wellness:** The adoption of healthier ingredients in rebranded products signifies a growing convergence of the health and wellness industry with everyday food choices. ## Related on Trend Hunter - [Umami Plant-Based Mayos](https://www.trendhunter.com/trends/kewpie-vegan-mayo-dressing-and-spread.md) - [Southern-Style Egg-Free Mayos](https://www.trendhunter.com/trends/plantbased-mayo.md) - [Flavor-Enhancing Condiment Sauces](https://www.trendhunter.com/trends/new-hellmanns-sauces.md) - [Oat-Based Vegan Mayos](https://www.trendhunter.com/trends/organic-vegan-mayo.md) - [Rebranded Vegan Foods Companies](https://www.trendhunter.com/trends/tofutti.md) - [Versatile Creamy Vegan Sauces](https://www.trendhunter.com/trends/notmayo-chipotle.md) - [Relaunched Plant-Based Condiments](https://www.trendhunter.com/trends/just-mayo-and-just-ranch.md) - [Vegan-Friendly QSR Condiments](https://www.trendhunter.com/trends/nandos-vegan-perinaise.md) - [Value-Focused Plant-Based Spreads](https://www.trendhunter.com/trends/notmayo.md)