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Food waste is an important issue for consumers. Research shows that 78% feel food waste prevention should be talked about more and 59% feel brands have a role to play in this space.[a]
Now, Hellmann’s fans can enjoy every last possible drop of the brand’s plant-based mayo, thanks to new squeeze bottle technology developed by our R&D team, led by Krassimir Velikov, Senior Science & Program Leader, Science & Technology, and Vasudevan Lakshminarayanan, R&D Manager, Dressings.
We asked Krassimir to explain the science behind this innovation success story.
We know consumers want to be able to squeeze out as much product as possible – it’s an important cost and value benefit. And with both the plant-based market and our squeeze bottle formats set to continue growing, improving consumer experience and satisfaction is vital.
Some of the ingredients used in the plant-based mayo presented us with specific challenges, as they made the mayo more prone to getting stuck in the bottle.
Correcting this issue involved creating an edible, vegan coating that would prevent this sticking problem by making the inside of the bottle more slippery.
We had to make sure that this ‘easy out’ coating hit a balance that would achieve the desired ‘easy out’ effect without interacting with the product.
Even a slight change could make an enormous difference. For example, a tenth of a percentage increase of the plant-based ‘egg’ could add a full 15g leftover portion to the waste.
This technology ensures that significantly less mayo remains in the bottle – it’s a substantial step forward in reducing food and packaging waste.
About 60% of global food waste in 2022 happened in our kitchens,[b] which is why Hellmann’s has been working to help consumers reduce food waste at home through its ‘Make Taste, Not Waste’ campaign since 2021. And that applies as much to the mayonnaise left behind in bottles as it does to leftovers in the fridge.
Being able to demonstrate this low-waste feature on the back of packs is a great way to highlight the superiority of our product too.
By keeping leftover mayo to a minimum, the technology helps keep our bottles in the recycling process. If they exceed the maximum weight threshold needed, they will be rejected for recycling. By helping consumers to leave less mayo in the bottles, we in effect help them recycle more successfully.
Hellmann’s squeeze bottles are also made with 100% recycled plastic where technically feasible, which helps us reduce our use of virgin plastic – one of our key packaging sustainability goals.
Hellmann’s plant-based products have enjoyed growth for the last four years, and this looks set to continue with the market predicted to double by 2030.
We’re also seeing squeeze bottles grow as a preferred format for consumers.
So, cracking this problem has been crucial. Not only to ensure consumer satisfaction with our products, but ultimately to improve repeat purchase.
We’re landing this technology in the UK and Ireland in 2024 and then later in the rest of Europe.
WRAP & Hellmann’s (2022) - Consumer Attitudes to FW Study
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