Hellmann’s is a globally recognised mayonnaise and condiments brand best known for its creamy mayonnaise, distinctive Blue Ribbon identity, and the long-running promise of bringing out the best in food. The brand originated in New York City in the early 20th century and is now part of Unilever’s global food portfolio.[1]

Note: Hellmann’s own historical materials describe 1913 as the founding of the Hellmann’s Delicatessen, while some Unilever materials trace the mayonnaise itself to an earlier period around 1905. The 1913 date is the brand’s commonly presented founding date.[1]

Origins: Richard and Margaret Hellmann

The story begins with Richard Hellmann, a German immigrant who developed an interest in food from an early age. After moving to New York, he met Margaret, whose family was involved in the delicatessen business. In 1913, the couple opened the Hellmann’s Delicatessen in New York City.[1]

The deli became the birthplace of what would eventually become one of the world’s best-known mayonnaise brands.

Mayonnaise was initially prepared as part of the deli’s food offerings. Customers became particularly fond of it, and demand for the mayonnaise eventually became an important part of the business.[2]

The Blue Ribbon

One of the most important elements in Hellmann’s history is the blue ribbon.

Richard and Margaret Hellmann used a blue ribbon to distinguish their highest-quality mayonnaise from another version they sold. The ribbon became associated with the product’s quality, and eventually evolved into the recognizable Blue Ribbon branding on Hellmann’s jars.[1]

The idea became central to Hellmann’s brand identity: the ribbon represented quality, consistency and craftsmanship.

From deli product to packaged brand

As demand increased, Hellmann’s mayonnaise moved beyond the delicatessen and into packaged retail products.

By the 1920s, the mayonnaise was being sold in jars, giving the brand a much broader market. In 1927, Postum Foods, later known as Best Foods, acquired the Hellmann’s brand.

An interesting consequence of this history is that Hellmann’s and Best Foods became closely related brands. In the United States, Hellmann’s is traditionally sold primarily in the eastern and central parts of the country, while the corresponding Best Foods brand has historically been used in much of the western United States.

Becoming a leading mayonnaise brand

By 1931, Hellmann’s Blue Ribbon Mayonnaise had become the largest-selling mayonnaise in the United States, according to the brand’s historical account.

The brand subsequently expanded internationally. Advertising and distribution outside the United States grew particularly during the 1960s and 1970s, with Hellmann’s entering markets including Portugal, Spain, Brazil, Argentina and Colombia.

Acquisition by Unilever

A major milestone occurred in 2000, when Unilever acquired the Hellmann’s and Best Foods brands. Hellmann’s subsequently became part of Unilever’s global portfolio of food brands.[1]

Today, Hellmann’s operates as an international brand rather than simply an American mayonnaise company.

Although mayonnaise remains the heart of Hellmann’s, the brand has expanded its portfolio considerably.

Core mayonnaise

The flagship product is Hellmann’s Real Mayonnaise, positioned around a creamy texture, recognizable flavor and relatively simple ingredients. It is used in sandwiches, burgers, salads, dips, sauces and dressings.

Hellmann’s describes its mayonnaise as being made with carefully selected ingredients and emphasizes its longstanding “Blue Ribbon” quality heritage.[1]

Flavored mayonnaise

In addition to traditional mayonnaise, Hellmann’s has introduced flavored varieties in different markets, including products such as:

• Spicy Mayonnaise
• Garlic Aioli
• Chipotle Mayonnaise
• Chili Lime Mayonnaise
• Italian Herb & Garlic Mayonnaise

Product availability varies considerably by country.

Plant-based products

Hellmann’s has also responded to changing dietary preferences.

In the United States, it introduced a Plant Based Dressing & Spread in 2016 as an egg-free alternative to conventional mayonnaise.

The exact range of vegan or plant-based products differs between markets.

Dressings and sauces

The wider Hellmann’s portfolio can include:

• Mayonnaise
• Salad dressings
• Sauces
• Sandwich spreads
• Flavored condiments
• Foodservice mayonnaise products

The brand therefore increasingly positions itself as a broader condiment and food-enhancement brand, rather than exclusively a mayonnaise manufacturer.[2]

The Blue Ribbon

The Blue Ribbon is probably Hellmann’s most recognizable historical branding element.

It originated as a physical ribbon used to identify the Hellmann family’s preferred/highest-quality mayonnaise. It later became incorporated into the product label and remains strongly associated with the brand.[1]

In marketing terms, the ribbon communicates:

• Quality
• Authenticity
• Heritage
• Craftsmanship
• Trust

It gives Hellmann’s a visual connection to its early deli origins.

Brand positioning

Hellmann’s traditionally positions itself around real food, quality ingredients, taste and simplicity.

Rather than presenting mayonnaise merely as a functional condiment, the brand frequently presents it as an ingredient capable of improving ordinary food—from sandwiches and burgers to salads and leftovers.[2][1]

This is closely connected to the famous phrase:

“Bring out the best.”

The tagline has been associated with Hellmann’s since the late 1980s.

Hellmann’s has built its identity through a mixture of heritage marketing, food-focused advertising, humor and purpose-driven campaigns.

Historically, advertising emphasized the product’s quality and “real” mayonnaise positioning. More recent campaigns have broadened the conversation from mayonnaise itself to the broader idea of making better food and reducing food waste.

Make Taste, Not Waste

Hellmann’s has increasingly focused on food waste as part of its brand purpose.

The concept is straightforward: consumers often throw away perfectly usable food because they do not know what to do with leftovers. Hellmann’s positions mayonnaise and other ingredients as tools for transforming leftover ingredients into new meals.

This represents an important evolution in the brand.

Traditional Hellmann’s:
“Buy our mayonnaise because it tastes great.”

Modern Hellmann’s:
“Use our product to make everyday food taste better and waste less.”

Sustainability has become an increasingly important part of Hellmann’s positioning.

The brand and its parent company have highlighted areas including:

• Responsibly sourced ingredients
• Cage-free or free-range eggs in various markets
• Responsibly sourced oils
• Packaging improvements
• Food-waste reduction

For example, Hellmann’s says that it transitioned its U.S. squeeze bottles to 100% food-safe post-consumer recycled (PCR) plastic in 2020.[1]

Importantly, sustainability practices and product formulations can differ between countries, so claims about ingredients or packaging should be evaluated on a market-by-market basis.

Hellmann’s is owned by Unilever, one of the world’s largest consumer-goods companies.

Unilever acquired Hellmann’s and Best Foods in 2000. Today, Hellmann’s sits within Unilever’s food portfolio alongside brands such as Knorr and others.[1]

This gives Hellmann’s access to:

• Global distribution
• Large-scale manufacturing
• International marketing
• Research and development
• Supply-chain infrastructure
• Unilever’s sustainability programs

At the same time, Hellmann’s retains a distinct identity rather than simply being marketed as a generic Unilever product.

One unusual feature of Hellmann’s is its relationship with Best Foods Mayonnaise.

Both brands ultimately belong to Unilever and share a common historical lineage. In the United States, the two names have traditionally been maintained for different geographic markets:

Hellmann’s → primarily East/Midwest/South
Best Foods → primarily West

The brands are therefore sometimes described as essentially two regional expressions of the same mayonnaise heritage.[1]

This geographic brand strategy is unusual among major modern food brands.

Hellmann’s has expanded far beyond its New York origins.

The brand entered international markets during the 20th century, particularly from the 1960s onward, and is now marketed in numerous countries. Depending on the market, consumers may encounter different:

• Recipes
• Packaging
• Product names
• Mayonnaise varieties
• Plant-based products
• Dressings
• Advertising campaigns

For example, Hellmann’s has continued to expand into markets such as Australia while adapting products to local ingredient expectations, including locally produced mayonnaise using Australian free-range eggs.[3]

Unilever Food Solutions also markets Hellmann’s products to professional chefs and foodservice operators, making the brand relevant both to household consumers and commercial kitchens.[2]

Hellmann’s packaging has evolved considerably.

The traditional glass jar with the Blue Ribbon label became one of the visual symbols of the brand. Over time, the company introduced more convenient squeeze packaging.

In 2014, Hellmann’s launched its now-famous squeeze bottle, emphasizing easier dispensing and portion control.

This reflects a broader shift in the condiment industry from traditional jars toward convenient squeeze formats.

Hellmann’s is significant not simply because it sells mayonnaise, but because it helped turn mayonnaise from a relatively local prepared food into a mass-market branded consumer product.

Its importance comes from several factors:

1. Long heritage — The brand traces its origins to a New York delicatessen established in 1913.
2. Strong visual identity — The Blue Ribbon became an enduring symbol of quality.
3. Mass-market success — Hellmann’s became one of the dominant mayonnaise brands in the United States.
4. International expansion — The brand developed into a global business.
5. Brand consistency — Its core positioning around creamy mayonnaise, quality and food enjoyment has remained recognizable for more than a century.
6. Purpose-driven marketing — Modern Hellmann’s has expanded into food-waste reduction and sustainability.
7. Culinary versatility — The product is marketed not only as a spread but as an ingredient for sauces, dressings, dips and cooked dishes.

[1]

1. Our Story | Hellmann’s
2. Here’s A Short History on Hellmann’s
3. The Story Behind Hellmann’s | Hellmann’s Australia