Hellman’s, Unilever’s mayonnaise brand, will be unveiling three new lines of barbecue and hot sauce products in the United Kingdom. The new products will roll out in April, and will be accompanied by a major media campaign call “Grilltopia.” This is expected to be the brand’s biggest ever summer spend. Amounting to £10 million, or over $14 million in TV, digital and public relations channels, according to Food Bev.

Grilltopia

Hellman’s hopes to introduce UK consumers to “a global palate of premium and multidimensional ingredients and flavors, sourced from around the world,” reported Food Bev. The bold, colorful barbecue and hot sauce labels show Unilever’s Grilltopia brand as a collection of similarly bold and colorful flavors from every corner of the world. The food labeling helps to capture the essence of this brand, displaying iconic imagery for each country of origin.

Three New Lines of Sauce

The barbecue sauce line will include a “spicy” Brazilian sauce, a “smoky” American sauce, a “sticky” Japanese sauce. And a “sweet” Australian sauce. The hot sauce line will feature a mild Moroccan harissa sauce. A medium Mexican chipotle sauce and a hot Jamaican habanero sauce. A third line of specialty sauces will include garlic and herb sauce, garlic chili sauce and burger sauce. As part of the marketing plan, each one of these sauce flavors is paire. With a specific food, which will be feature in their advertisements.

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