Bestfoods
| File:Hellmann's logo.svg Hellmann's logo used on products and marketing | |
| Company type | Brand |
|---|---|
| Industry | Condiments, Food products |
| Founded | 1913 |
| Founder | Richard Hellmann |
| Fate | Acquired by Unilever in 2000 |
| Headquarters | United States |
Area served | Worldwide (regional branding: Hellmann's east of Rockies, Best Foods west of Rockies) |
| Products | Mayonnaise, ketchup, mustard, sauces, salad dressings |
| Owner | Unilever |
| Website | www |
Hellmann's and Best Foods represent two American brand names for an identical range of condiments, including mayonnaise, ketchup, mustard, sauces, and salad dressings. Since 2000, both brands have been under the ownership of the British multinational corporation Unilever. Hellmann's products are distributed in the Middle East, the eastern United States (east of the Rocky Mountains), Latin America, Europe, Australia, Canada, India, and Pakistan. Conversely, Best Foods is marketed in the western United States (west of the Rockies), East Asia, Southeast Asia, Australia, and New Zealand.
Both brands employ comparable marketing approaches, sharing logos and websites, and promote themselves with the tagline "Bring out the best."
Originally part of the U.S.-based Bestfoods Corporation—which managed various food items—Hellmann's and Best Foods were once owned by CPC International before it rebranded as Bestfoods in 1997. The acquisition of Bestfoods by Unilever in 2000 significantly enhanced Unilever’s presence and market share in the global condiments sector.
History
In 1903, Richard Hellmann (1876–1971), a German immigrant, launched a delicatessen in New York City where he created his first commercially prepared mayonnaise. The product’s success led him to supply other retailers in bulk while improving the recipe to extend its shelf life.
By 1913, Hellmann had established a manufacturing facility to boost output and introduced Hellmann's Blue Ribbon Mayonnaise. Sales increased notably after transitioning from large stoneware jars to smaller clear glass containers with reusable rubber seals. In 1914, he secured a trademark for the brand name and simplified the packaging design to feature a single blue ribbon.
Incorporated as Richard Hellmann, Inc. in 1916, the company dedicated itself solely to mayonnaise production and began expanding beyond its New York origins. By 1919, licensing production to John Behrmann in Chicago facilitated wider distribution. A 1920 survey by the New York Tribune declared Hellmann's the finest commercial salad dressing available, bolstering its market reputation.
Following expansion with a larger factory in Long Island City in 1922 and establishing operations in San Francisco, Hellmann’s annual revenue reached $15 million by 1927 with profits of $1 million. That same year, Postum Foods (which later became Best Foods) purchased the Hellmann’s brand but chose to keep Hellmann’s and Best Foods Mayonnaise as separate entities dominating East Coast and West Coast markets respectively—a strategic move that preserved their regional market dominance.
Currently:
- Best Foods Mayonnaise is distributed west of the Rocky Mountains.
- Hellmann's is marketed east of the Rockies.
In 1955, Best Foods acquired Rosefield Packing Co., known for Skippy peanut butter. After several corporate restructurings, CPC International rebranded as Bestfoods in 1997 with a focus on packaged foods including Hellmann's. The subsequent acquisition of Bestfoods by Unilever in 2000 incorporated Hellmann's into Unilever’s worldwide portfolio.
Hellmann's entered the UK market in 1961 and achieved over half of the market share by the late 1980s. Since 1960, both Hellmann's and Best Foods have been promoted jointly with unified branding starting in 2007 to capitalize on their complementary regional strengths.
On February 1, 2023, Unilever discontinued sales of Hellmann's in South Africa as part of adjustments to its product lineup.
Recipe and Marketing Challenges
Following Best Foods' acquisition of Hellmann's, the two brands maintained distinct recipes initially, though by June 2003, their formulations had become nearly indistinguishable. Each brand developed unique regional preferences—Hellmann's catering to the Eastern market and Best Foods to the Western—resulting in subtle flavor variations, with Best Foods generally perceived as having a slightly more tangy profile.
Today, both products are produced in the same facility using an identical set of ingredients: soybean oil, water, whole eggs and egg yolks, vinegar, salt, sugar, lemon juice, sorbic acid, calcium disodium EDTA, and natural flavors. While Best Foods may incorporate a marginally higher quantity of lemon juice, the sequence of ingredients remains consistent across both labels. The marketing approach preserves the regional branding distinction: Hellmann's is marketed as Best Foods west of the Rocky Mountains, and vice versa.
Globally, recipe formulations differ; for instance, the United Kingdom version substitutes rapeseed oil for soybean oil and includes paprika extract.
Operating dual brand identities within the United States introduces marketing complexities. Although promotional content is largely uniform, advertisements are targeted regionally—Hellmann's campaigns air in Eastern and Central time zones, while Best Foods commercials are broadcast in Mountain and Pacific areas. Since 2022, Hellmann’s has played a significant role in Super Bowl advertising as part of Unilever’s broader initiative to associate the brand with charitable efforts through Feeding America.
See also
References