Global dressings brand Hellmann鈥檚 has partnered with on-demand delivery start-up Quiqup to deliver fresh ingredients to consumers with one click.
Launching its first foray into the direct-to-consumer space, Hellmann鈥檚 is working with Quiqup to launch on-demand聽recipe delivery via the Quiqup platform and app.
Targeting shoppers who are likely to make impulse purchases, the service allows consumers to choose their favourite recipe and get all the fresh ingredients delivered to them directly within an hour.
鈥淲e鈥檙e very excited to be launching this service in partnership with Quiqup,鈥� said Joanna Allen, global brand VP for Hellmann鈥檚.
鈥淲e recognised that consumers are looking to technology to help make their cooking and eating habits quicker and easier.
鈥淏y offering consumers the opportunity to directly shop the Hellmann鈥檚 recipes, we free up consumers鈥� time to focus on what they enjoy most – the pleasure of eating great tasting food.
鈥淎s a brand that originated in a deli, it鈥檚 an important opportunity for us to return to direct-to-consumer servicing.鈥�
The innovative partnership is an opportunity for Hellmann鈥檚 to engage with its consumers in a new way and will initially target the聽London area.
The pilot allows the brand to address an unmet consumer need, taking advantage of the growing trend in the consumer behaviour of buying goods on impulse.
Through the Unilever Foundry, Hellmann鈥檚 put out a brief looking for tech solutions to help the brand further engage with a digitally savvy millennial audience.
Following the platform鈥檚 unique pitch-pilot-partner process, Quiqup was identified as the ideal solution to directly engage with a new audience through a new business model.
As part of Hellmann鈥檚 strategy to connect with a new generation of millennials, Quiqup will enable the brand to reach consumers through the on-demand delivery models millennials have come to expect.
Unlike most delivery services, Quiqup isn鈥檛 tied to a specific retail outlet or size of partner. The company works with a variety of retailers ranging from big name brands to independent businesses.
鈥淧artnering with Hellmann鈥檚 has provided us with an entry route to collaboration with a well-established big brand,鈥� said Bassel El Koussa, Quiqup CEO & co-founder.
鈥淭oday鈥檚 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.
鈥淥ur technology enables Hellmann鈥檚 to remain relevant to new audiences and adapt to changing digital consumer lifestyles.鈥�
Unilever Foundry, a global platform for start-ups to collaborate with Unilever鈥檚 400+brands, has been an entry point for innovative tech companies for over three years, piloting over 100 start-ups with Unilever brands in that time.