Hellmann's makes Unilever market leader

FMCG producer Unilever has become number one on the local mayonnaise market, after it introduced its second brand, Hellmann’s. “Hellmann’s mayonnaise was launched on the local market at the end of July and, four months later, the brand became leader in terms of the value of its market share (15.5%) in October-November, according to a survey conducted by the Nielsen Company,” said Daniel Barbulescu, category manager dressings & tea with Unilever South Central Europe (USCE). According to the same survey, cited by Barbulescu, during the mentioned period the company had a 25.4% market share on the mayonnaise segment, where it is also present with the Knorr brand, launched in 2003. Unilever’s main competitors on this segment are Sima (Spring brand), Hamker, European Food (Regal) and Orkla Foods (Bunica). Currently, USCE imports Hellmann’s mayonnaise, the best-selling mayonnaise brand worldwide, from the group’s plant in the Czech Republic. The company also has local production facilities for this product category in Ploiesti.