Del Monte Expects Mayonnaise to drive growth for Packaged Food segment

- Launches 8 new Variants under Mayonnaise category
- Emulsions category growing at a CAGR of 22% YOY
- Projected to triple by 2021

New Delhi: Del Monte launched its expanded range of mayonnaises products in the market. Comprising of 8 variants in vibrant new packaging, the range seeks to provide the consumers with more options to indulge in. The new variants - Eggless Mayo, Egg Mayo, Mint Mayo, Tandoori Mayo, Cheesy Garlic Mayo, Sandwich Spread, Cheesy Dip and Tartare Dip will be available at retail outlets starting June 2016.

With the increase in consumption of mayonnaise, dips and spreads in Indian households, a rise has been observed in the demand for the category. The new tasteful ingredient for the Indian kitchen, mayonnaise has lately become the new alternative for products like butter, cheese and ketchup and is now extensively being used in almost all types of meals.

Mayonnaise is a niche yet fast growing category in India, growing at a CAGR of 22% for the last 5 years, and projected to triple from the current B2C business of 150 Cr by 2021. According to India Mayonnaise & Salad Dressing Market Outlook 2021, India's mayonnaise and salad dressing market is predicted to increase at a CAGR of 24.7% over six years.

Del Monte is bullish about this category due to its expertise in the same in the B2B space, with supplies to most International and Indian QSR chains and it has brought in many innovations in this category to meet the growing demand for this condiment. Having introduced the new packs of 500g and 900g pack with a spout opening, with a 60%+ growth last year, Del Monte Eggless Mayo has made a differentiated mark in this category by making it more accessible vs. its counterparts.

Speaking on the launch of new variants, Mr. Yogesh Bellani, CEO, FieldFresh Foods Pvt. Ltd. said, “Mayonnaise is the fastest growing category in the condiments space in India. Due to its versatility, Mayonnaise has found its place in Indian kitchens seamlessly. Del Monte has a rich range of emulsions in its portfolio and with the launch of the new variants; we aim to further strengthen it. A special focus has been laid on the packaging that stands out and effectively connects with the consumers. The use of bright colors, illustrations and communiqué cues clear, happy and fun codes which is in-line with the brand personality which is youthful, progressive and creative.”

The packaging also embodies alternate, easy-to-prepare usages for each variant, along with one special Chef’s recommendation for each variant.

Del Monte will be coming up with a special 360° advertising campaign that would be spread across all major media to build top of mind recall. Del Monte will also be focusing on sampling of these variants to create trials and food experiences.

Pricing: While Del Monte’s Eggless Mayo (265 gm) is priced at Rs. 80, all other variants (265 gm) are available at an MRP of Rs. 85 each.