Unilever said that the Hellmann’s brand aims to “engage with a new millennial audience” via the pilot scheme, which will see the company offer “on demand recipe delivery” via the Quiqup app.
Initially targeting the London area, the scheme allows shoppers to choose their favourite recipes and get the fresh ingredients delivered directly to them within one hour.
Unilever said that the move aims to allow Hellmann’s to capitalise on the “growing need” of consumers who make impulse purchases.
The partnership between Hellmann’s and Quiqup was formed after Hellmann’s put out a brief for tech solutions to help it engage with a “digitally savvy millennial audience” via the Unilever Foundry, a global forum that allows start-ups to collaborate with Unilever’s brands.
Joanna Allen, global brand VP for Hellmann’s, commented: “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.”
Quiqup is a London based on demand delivery service startup formed in 2014. Unlike most delivery services, Quiqup isn’t tied to a specific retail outlet. The company works with retailers of varying sizes, ranging from big name brands to independent businesses.
“Partnering with Hellmann’s has provided us with an entry route to collaboration with a well-established big brand. 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,” Bassel El Koussa, Quiqup CEO & co-founder, commented.