Look out for the mayochup! From the Wall Street Journal:
It’s mayhem in the mayonnaise aisle.
Hellmann’s maker Unilever and Kraft Heinz Co., which owns Miracle Whip, are cutting prices and slinging out new concoctions as they battle changing eating habits, a dizzying array of new competitors and each other.
The two, which together account for more than 80% of U.S. mayonnaise sales, are duking it out because they are at risk of losing shelf space to faster-growing rivals.
U.S. sales of mayonnaise fell 6.7% between 2012 and 2017, according to Euromonitor. Small mayonnaise brands, though, which made up just 3.2% of the market six years ago, have almost doubled their share and last year made up 6.1%.
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Miracle Whip and Kraft Mayo, Kraft Heinz’s other big mayonnaise brand, have been squeezed between less-costly offerings on one end, and Hellmann’s and other premium brands on the other. Miracle Whip—which doesn’t call itself “mayonnaise” because its oil content doesn’t match food regulators’ definition—lost almost 1 percentage point of U.S. market share between 2015 and 2017. It and Kraft Mayo have just over 30% of the market, according to Euromonitor.
Ms. Healy said Kraft Heinz is engaged in a mayo push, last month launching a new brand—Heinz Mayo—that uses simple ingredients and cage-free eggs. The company also is developing a mayonnaise-ketchup combination that it is calling “mayochup.”
Hellmann’s, called Best Foods west of the Rockies, has raced ahead. While overall mayonnaise sales have declined, it boosted its U.S. market share by 3.5 percentage points in the past three years and now has just over 50% of the U.S. market.
Hellmann’s and Kraft Mayo have come out with new flavors and variations, such as avocado-oil mayonnaise and roasted garlic and spicy chipotle flavors. Kraft revamped the Miracle Whip recipe last year, going back to its original ingredients and replacing high fructose corn syrup with sugar. “It was a huge investment for us,” said Eduardo Luz, president of Kraft Heinz’s U.S. grocery business.
It’s mayhem in the mayonnaise aisle.
Hellmann’s maker Unilever and Kraft Heinz Co., which owns Miracle Whip, are cutting prices and slinging out new concoctions as they battle changing eating habits, a dizzying array of new competitors and each other.
The two, which together account for more than 80% of U.S. mayonnaise sales, are duking it out because they are at risk of losing shelf space to faster-growing rivals.
U.S. sales of mayonnaise fell 6.7% between 2012 and 2017, according to Euromonitor. Small mayonnaise brands, though, which made up just 3.2% of the market six years ago, have almost doubled their share and last year made up 6.1%.
****
Miracle Whip and Kraft Mayo, Kraft Heinz’s other big mayonnaise brand, have been squeezed between less-costly offerings on one end, and Hellmann’s and other premium brands on the other. Miracle Whip—which doesn’t call itself “mayonnaise” because its oil content doesn’t match food regulators’ definition—lost almost 1 percentage point of U.S. market share between 2015 and 2017. It and Kraft Mayo have just over 30% of the market, according to Euromonitor.
Ms. Healy said Kraft Heinz is engaged in a mayo push, last month launching a new brand—Heinz Mayo—that uses simple ingredients and cage-free eggs. The company also is developing a mayonnaise-ketchup combination that it is calling “mayochup.”
Hellmann’s, called Best Foods west of the Rockies, has raced ahead. While overall mayonnaise sales have declined, it boosted its U.S. market share by 3.5 percentage points in the past three years and now has just over 50% of the U.S. market.
Hellmann’s and Kraft Mayo have come out with new flavors and variations, such as avocado-oil mayonnaise and roasted garlic and spicy chipotle flavors. Kraft revamped the Miracle Whip recipe last year, going back to its original ingredients and replacing high fructose corn syrup with sugar. “It was a huge investment for us,” said Eduardo Luz, president of Kraft Heinz’s U.S. grocery business.
