Hellmann’s Rebrands “Vegan” Mayo to “Plant-Based” to Appeal to Flexitarians

To broaden its appeal, Hellmann’s has renamed its vegan mayonnaise to “plant-based” mayonnaise. This decision aims to attract flexitarians—individuals who primarily consume plant-based foods but occasionally include animal products in their diet.

Launched in Britain in 2018, Hellmann’s vegan mayonnaise initially targeted the growing number of consumers adopting a vegan diet for ethical reasons. However, the company recently decided to phase out the term “vegan” on its packaging. Hellmann’s spokesperson explained that the term “vegan” can be a deterrent for flexitarians, whereas “plant-based” is perceived as more inclusive. This change comes amidst a broader trend of veganism seemingly losing traction with some consumers. Multiple vegan restaurants in the UK have closed down or started offering meat options to stay afloat. For instance, the founder of Oowee, a vegan fast-food chain, added meat to his menu variety to attract a wider customer base.

Hellmann’s rebranding decision aligns with consumer research indicating that labels significantly impact purchasing choices. A study by the University of Southern California found that red meat eaters were more inclined to buy plant-based foods not labeled as vegan. When a food gift basket was labeled “vegan,” only 20% of people chose it, compared to 44% who selected the same basket labeled “healthy and sustainable.”

In addition to the rebranding, Hellmann’s has slightly reformulated the product, incorporating less rapeseed oil and adding sunflower oil and xanthan gum. Despite these changes, the mayonnaise remains free from animal products and continues to cater to those reducing their intake of animal-based foods without fully committing to veganism.

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