As if creating the perfect sandwich condiment wasn’t enough, Hellman’s has found a way to extend the grocery aisle all the way to foodies’ front doors.
For customers looking to take the guesswork out of grocery shopping, Hellman’s new on-demand delivery startup will bring fresh ingredients to consumers at the click of a button. Partnering with logistics specialist Quiqup, to launch this recipe delivery service via a user-friendly app4, the popular condiment brand has launched its first foray into the direct-to-consumer space. The service allows consumers to choose their favourite recipes and get all the ingredients delivered to them directly within an hour.
Unlike most existing delivery services, this model isn’t tied to a specific retail outlet or partner, which makes for an interesting business strategy for brands trying to engage the much-sought-after and digitally-savvy millennial audience. The company works with a variety of retailers ranging from big name brands to independent businesses.
As digital technology becomes a permanent fixture in food and beverage shopping, grocers and brands will need to extend the grocery aisle all the way to the screens of our smartphones if they want to stay successful and relevant. Rather than struggle against outside-the-shop competitors, this is an opportunity for grocers to craft campaigns that complement their in-store offerings.
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