MM Awards

Hellmann's teams up with Quiqup for on-demand recipe delivery

Tim Maytom

Global dressings brands Hellmann's has partnered with on-demand delivery startup Quiqup to enable consumers to order fresh ingredients with a click of their finger through their smartphone. The partnership represents Hellmann's first foray into the direct-to-consumer space.

The innovative partnership, which will initially target the London area during a pilot stage, was arranged through the Unilever Foundry, which connects promising startups with Unilever brands to provide financial and business support, and provide a large existing market to test their solutions in.

"Partnering with Hellmann's has provided us with an entry route to collaboration with a well-established big brand," said Bassel El Koussa, CEO and co-founder of Quiqup. "Today's consumers have come to expect businesses to offer fast, flexible and efficient delivery options because they recognise the scarcity of time and want to make the most of what they have. Our technology enables Hellmann's to remain relevant to new audiences and adapt to changing digital consumer lifestyles."

The Quiqup platform and app will enable consumers to access on-demand recipe delivery, and targets shoppers who are likely to make 'impulse purchases'. Users can select their favourite recipe and get all the fresh ingredients delivered to them directly within an hour.

The partnership serves as part of Hellmann's strategy to connect with a new generation of millennials. The brand worked with the Unilever Foundry to put out a brief looking for tech solutions to engage with a digitally savvy audience, and following a pitch-pilott-partner process, Quiqup was identified as an ideal solution to directly engage with the target audience through this new business model.

"We're very excited to be launching this service in partnership with Quiqup," said Joanna Allen, global brand vice president for Hellmann's. "We recognised that consumers are looking to technology to help make their cooking and eating habits quicker and easier.

"By offering consumers the opportunity to directly shop the Hellmann's recipes, we free up consumers' time to focus on what they enjoy most - the pleasure of eating great tasting food. As a brand that originated in a deli, it's an important opportunity for us to return to direct-to-consumer servicing."

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