What happened to Hellmann's vegan mayonnaise?
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5 min read
In mid-2024, Hellmann's officially changed the name of its vegan mayonnaise to 'plant-based mayo' following consumer research indicating the word 'vegan' was a barrier for some shoppers. This strategic rebranding and recipe reformulation aimed to expand the product's market reach beyond strict vegans to include flexitarians and those looking to reduce animal product consumption.
