CPB gets saucy with Hellmann’s

Hellmann’s has unveiled its first brand extension – a range of four snack sauces, designed by Coley Porter Bell – in a bid to appeal to teenagers wanting to recreate the ‘fast food experience’ at home.

The products go on shelf in Asda, Iceland and Tesco from this week, with a roll-out in Sainsbury’s expected soon.

According to CPB designer Keeley Cousins, who worked on the project with creative director Martin Grimer, the work is the first evidence of a broader brief that ‘looks at the Hellmann’s portfolio’.

The sauces all appear in a similar upside-down, plastic bottle, which features a hollowed-out ‘button’ to emphasise the ‘squeezeability’ of the product.

Hellmann’s ‘gravitas’ as a brand will reassure parents about the range’s provenance, Cousins adds.