The firm said that the move will align the range with heinz foodservice, where the brand is already named heinz mayonnaise.the new look heinz mayonnaise will have a new dark blue label and will include the traditional heinz keystone.
The &lsquolight&rsquo variety will feature a light blue label, to reflect the different calorie contents. Heinz mayonnaise senior brand manager nicky cummerfield said &ldquocurrently, heinz mayonnaise is branded differently for foodservice and retail, which can lead consumers to struggle with connecting the two brands.&ldquoto ensure one consistent brand image, the redesign will be implemented across both sectors with all consumer facing foodservice packs aligning by the end of the summer.the redesign is also being supported with an onpack promotion, offering consumers their money back if they decide &ldquothat heinz is not their favourite mayonnaise&rdquo.cummerfield said &ldquowe are strengthening our value proposition with the redesign, which in turn, will grow sales for our retail partners.
