Hellmann's & Best Foods

Hellmann's and Best Foods are two regional brand names used for closely related mayonnaise and condiment products. The brands originated separately in the United States but came under common ownership during the twentieth century. Hellmann's was developed by Richard Reinhold Hellmann, a German immigrant who opened a delicatessen in New York City in 1905. His ready-made mayonnaise became popular with customers and local retailers, leading to the establishment of a dedicated factory and the launch of Hellmann's Blue Ribbon Mayonnaise in 1913. The blue-ribbon symbol became a central part of the brand's identity. Best Foods developed as a separate American food business and mayonnaise brand. Through a sequence of acquisitions and corporate restructurings, the two labels eventually became part of the same operating portfolio. In 1931, Hellmann's and Best Foods were combined under The Best Foods, Inc. Although the products were managed together, the company retained both names because each had strong recognition and market share in different parts of the United States. Hellmann's remained the principal name east of the Rocky Mountains, while Best Foods was used west of the Rockies. This geographic division continues to distinguish the brands in the United States, although the products are marketed as regional equivalents. The brands expanded beyond their original American territories during the twentieth century. Hellmann's entered the United Kingdom in 1961 and later became a leading mayonnaise brand there. The Hellmann's name is used in much of Europe, Latin America, Canada, the Middle East, India, Pakistan and Australia, while Best Foods is used in western parts of the United States and in several East Asian, Southeast Asian and Pacific markets. Australia is an example of a market in which the naming arrangement does not follow the simple United States east-west division. Both brands cover mayonnaise, ketchup, mustard, sauces, salad dressings and other condiments, though mayonnaise remains their defining product. Their visual identities and marketing have been deliberately aligned. Since the 1960s, advertising has often presented the names as regional versions of the same product, and the Best Foods identity adopted the blue-ribbon device associated with Hellmann's in the late 1960s. By 2007, the two packages and logos had been brought even closer together. The shared slogan is "Bring out the best." Corporate ownership changed again in 1997, when CPC International renamed itself Bestfoods and separated its corn-refining activities into a new company. Unilever acquired Bestfoods in 2000, bringing Hellmann's and Best Foods into Unilever's international foods portfolio. The brands remain active under that ownership. Their recipes can vary by country and may differ modestly between regional formulations, but in the United States the products have historically been described as essentially the same or closely related. The principal ongoing commercial challenge is maintaining separate brand advertising in different United States television regions while coordinating a unified global marketing strategy. Hellmann's has also developed a stronger public platform around food waste and hunger-relief communication. Since 2022, its Super Bowl advertising has connected the brand with Unilever's support for Feeding America. In South Africa, the Hellmann's brand was discontinued on February 1, 2023, demonstrating that the brand's geographic presence can change by market even while the wider international portfolio remains active.

Richard Reinhold Hellmann emigrated from Vetschau, Germany, to New York City in 1903. In 1905 he opened a delicatessen on Columbus Avenue, where he prepared mayonnaise for customers and gradually began supplying it in larger quantities to other retailers. He refined the preparation to improve its shelf life and commercial practicality. In 1913, Hellmann established factory production and introduced Hellmann's Blue Ribbon Mayonnaise. The product initially used a three-ribbon label, later simplified to a single blue ribbon. The shift from large food-service containers to smaller clear glass jars helped the product reach household consumers; customers could also reuse the jars for home canning. Hellmann trademarked the blue-ribbon symbol and product name in 1914. Hellmann sold his delicatessen in 1915 and expanded manufacturing in Manhattan and Long Island City. Richard Hellmann, Inc. was incorporated in 1916. After briefly testing products such as horseradish and bread, the company concentrated on mayonnaise and pursued distribution outside New York. A 1919 licensing arrangement enabled production in Chicago. Positive publicity from a 1920 newspaper comparison of commercial salad dressings further strengthened the brand's reputation. The business expanded into Canada in 1922 and developed additional manufacturing plans for the western United States. A mayonnaise cookbook was also published that year through the Chicago operation. By 1927, Hellmann's mayonnaise had reached substantial sales in the eastern United States. Postum Foods acquired Richard Hellmann, Inc. in August 1927, allowing Hellmann to retire. Best Foods had an independent corporate history. The pre-existing Best Foods business was acquired by the Gold Dust Corporation in 1928. In 1931, Postum, by then associated with General Foods, combined the Hellmann business with Best Foods under The Best Foods, Inc. The company chose to preserve both names and their recipes because the brands had developed strong regional followings. Hellmann's was retained east of the Rocky Mountains and Best Foods west of the range. Best Foods broadened its packaged-food portfolio through acquisitions, including Rosefield Packing Company, the maker of Skippy peanut butter, in 1955. In 1958 Best Foods was acquired by Corn Products Refining Company, which created Corn Products Company; that company became CPC International in 1969. During this period the two mayonnaise brands were marketed together. Advertising generally used Hellmann's in the eastern United States and Best Foods in the west. Best Foods adopted Hellmann's blue-ribbon visual element around 1968, making the sister-brand relationship more apparent. Hellmann's entered the United Kingdom in 1961 and later achieved a leading position there. International expansion created a more complex naming structure: the Hellmann's name became common in Europe, Latin America, Canada, the Middle East, India, Pakistan and Australia, while Best Foods remained important in the western United States and several East Asian, Southeast Asian and Pacific markets. CPC International renamed itself Bestfoods in 1997 and separated its corn-refining operation into a new company, later known as Ingredion. Unilever acquired Bestfoods in 2000. The acquisition placed both mayonnaise brands under a multinational consumer-goods owner while preserving their market-specific names. The brands' product identities have remained closely connected. In the United States, company descriptions have characterized the two mayonnaises as essentially the same products, while acknowledging possible taste or formulation differences. Country-specific recipes also vary. For example, the United Kingdom formulation uses rapeseed oil rather than soybean oil. Since 2007, the brands have used essentially the same design system. Their common slogan is "Bring out the best." In contemporary marketing, Hellmann's has extended beyond product advertising into food-waste and hunger-relief themes. The brand's Super Bowl presence from 2022 connected its advertising with Feeding America and Unilever's anti-hunger efforts. Market availability is not permanent in every country: Hellmann's was discontinued in South Africa on February 1, 2023. Overall, the portfolio remains an active Unilever brand system spanning mayonnaise and a wider range of sauces, dressings and condiments.

1. 2023Hellmann's is discontinued in South Africa

   The Hellmann's brand ceased to be sold in South Africa on February 1.

   Source
2. 2007The visual identities are brought into closer alignment

   Hellmann's and Best Foods adopted essentially the same design system while retaining their regional names.

   Source
3. 2000Unilever acquires Bestfoods

   Unilever acquired the company and obtained control of the Hellmann's and Best Foods brands.

   Source
4. 1997CPC International becomes Bestfoods

   CPC International adopted the Bestfoods name and separated its corn-refining operation into a new company.

   Source
5. 1968Best Foods adopts the blue-ribbon element

   Best Foods incorporated the blue ribbon associated with Hellmann's, reinforcing the relationship between the two brands.

   Source
6. 1961Hellmann's launches in the United Kingdom

   The Hellmann's name entered the United Kingdom and later became a leading mayonnaise brand there.

   Source
7. 1931Hellmann's and Best Foods are combined under common ownership

   The Hellmann business was merged with the pre-existing Best Foods operation, while both regional names were retained.

   Source
8. 1927Postum Foods acquires Richard Hellmann, Inc.

   Postum Foods purchased the Hellmann business, enabling Richard Hellmann to retire.

   Source
9. 1922Expansion into Canada begins

   Hellmann's mayonnaise was introduced in Toronto while the company planned larger production facilities.

   Source
10. 1916Richard Hellmann, Inc. is incorporated

    The mayonnaise business was formally incorporated and began focusing on distribution beyond the New York market.

    Source
11. 1914The blue-ribbon mark is simplified and trademarked

    The label changed from three ribbons to one, and the blue-ribbon identity and product name were trademarked.

    Source
12. 1913Hellmann's Blue Ribbon Mayonnaise enters factory production

    Hellmann began large-scale production and launched the product under the Blue Ribbon Mayonnaise name.

    Source
13. 1905Richard Hellmann opens a New York delicatessen

    Richard Reinhold Hellmann opened a delicatessen on Columbus Avenue in New York City and began preparing mayonnaise for customers.

    Source

Mainstream to premium mass-market condiment brand associated with quality, recognizable ingredients, culinary versatility and regional brand heritage.

• Hellmann's MayonnaiseMayonnaise1913

  The signature Hellmann's mayonnaise line, historically associated with the blue-ribbon label and sold under the Hellmann's name in the eastern United States and many international markets. Formulations can vary by country; the United Kingdom version, for example, uses rapeseed oil rather than soybean oil.

• Best Foods MayonnaiseMayonnaise

  The sister mayonnaise brand used primarily west of the Rocky Mountains in the United States and in selected East Asian, Southeast Asian, Australian and New Zealand markets. It shares the broader visual and marketing system of Hellmann's and is presented as the regional counterpart of the Hellmann's product.

• Hellmann's and Best Foods CondimentsSauces and condiments

  The wider portfolio includes ketchup, mustard, sauces, salad dressings and other condiment products. Availability and naming vary by country, while mayonnaise remains the brands' central and most recognizable offering.

• 2025Las Vegas mascot wedding

  United States

  In July 2025, the Hellmann's mascot participated in a Las Vegas promotional wedding ceremony.

  Outcome. Created a publicity-oriented brand activation centered on the mascot.

  Source
• 2022Super Bowl and Feeding America communications

  United States

  Hellmann's used Super Bowl advertising to connect the mayonnaise brand with Unilever's involvement with Feeding America and anti-hunger messaging.

  Outcome. Extended the brand platform beyond product promotion into social-impact communication.

  Source
• 1960Shared regional advertising

  United States

  Hellmann's and Best Foods began being advertised as closely related products, with the brand name adapted to the eastern or western television and retail market.

  Outcome. Established the long-running regional brand architecture.

  Source

• 2023Discontinue Hellmann's in South AfricaStrategy

  The brand's market availability differs by country and is subject to local portfolio decisions.

  What changed. Hellmann's products were discontinued in South Africa on February 1, 2023.

  Aftermath. The brand remained active in other international markets, but no longer operated under the Hellmann's name in South Africa.

  Source
• 2007Standardize the brand design systemStrategy

  Hellmann's and Best Foods needed to communicate their relationship while preserving the established regional naming system.

  What changed. The two brands adopted essentially the same logo and package design.

  Aftermath. The shared identity reinforced the idea that Best Foods is the western regional name for a closely related product.

  Source
• 2000Unilever acquires BestfoodsM&A

  Bestfoods owned the Hellmann's and Best Foods mayonnaise businesses and a broader packaged-food portfolio.

  What changed. Unilever acquired Bestfoods and assumed ownership of both brands.

  Aftermath. The brands became part of Unilever's international foods business and continued operating under their market-specific names.

  Source
• 1968Align Best Foods with Hellmann's visual identityStrategy

  The two brands were already being marketed together but retained distinct regional identities.

  What changed. Best Foods added the blue-ribbon design element associated with Hellmann's.

  Aftermath. The brands became more visibly related while continuing to use separate names.

  Source
• 1931Retain separate regional brand namesStrategy

  After Hellmann's and Best Foods came under common ownership, both names had strong recognition in different halves of the United States.

  What changed. The company preserved Hellmann's east of the Rocky Mountains and Best Foods west of the Rocky Mountains rather than consolidating them into one national name.

  Aftermath. The regional naming arrangement became a defining feature of the portfolio and remains in use in the United States.

  Source

• 2025Hellmann's mascot officiates a Las Vegas wedding

  In July 2025, the Hellmann's mascot was used in a Las Vegas promotional event involving a wedding ceremony.

  Campaign
  Source
• 2023Hellmann's discontinued in South Africa

  The Hellmann's brand was withdrawn from the South African market on February 1, 2023.

  Other
  Source
• 2022Hellmann's uses Super Bowl advertising to promote hunger-relief partnership

  Hellmann's began appearing more prominently in Super Bowl advertising connected with Unilever's involvement with Feeding America and anti-hunger communication.

  Campaign
  Source
• 2000Unilever acquires Bestfoods

  Unilever acquired Bestfoods, bringing the Hellmann's and Best Foods brands into its global food portfolio.

  M&A
  Source

1. Hellmann's and Best Foods