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Hellmann’s Real Food Movement

To grow sales and overtake its main competitor Miracle Whip,Hellmann's leveraged consumers current desire for more real, less-processed foods. Despite its junk-in-a-jar reputation, the opposite is true. Hellmann's has the perfect credentials. At its core, Hellmann's is made with real ingredients: eggs, oil and vinegar. By championing a Real Food Movement, Hellmann's showed that it had real food credentials and passion for the cause. Over the last five years, Hellmann's has seen yearly sales increases of 6-15 percent. It overtook Miracle Whip in 2008 and continues to widen the gap.

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