Heinz mayonnaise is launching a new Seriously Good Mayonnaise range for convenience retailers.
The range comes in glass and squeezy bottles in two recipes, standard and light, and the bottles come in 10 different sizes, from 215g to 720g, RRP £1.69-£3.49.
Backed by a £7m marketing spend, Seriously Good Mayonnaise will be supported by TV and outdoor advertising, as well as PR, digital and social media activity. The TV advertising will kick off in April.
The brand is also advertising on the BBC Good Food website and will promote the new products on 30million bottles of Heinz Tomato Ketchup from April with a ‘try our new mayo’ strapline.
Heinz will also sample more than 1.4million sachets in a bid to drive trial.
Ross Longton, sauces marketing lead for Heinz, said Heinz Seriously Good Mayonnaise is going to be one of the biggest launches of the year from the brand.
“With the support of a huge investment from Heinz, we have planned a marketing campaign to help consumers fall back in the love with mayonnaise, while driving growth for our retail partners,” he added.