Canadian families want more real food

Hellmann's announces new commitment to Real Food Movement

TORONTO, April 7 /CNW/ - According to new research from Hellmann's, Canadian families are eager to eat more real food.

While the vast majority (92 per cent) of Canadians with kids feel that consuming real food is important, only six per cent are making all of their meals using only real food. Furthermore, only 20 per cent always read ingredient labels and only one third (36 per cent) say that three quarters of the food they purchase each week is real food. The results come as the real food trend gains momentum in Canada.

"It's clear that Canadians care about eating food made with simple ingredients, but they could use some help incorporating real food into their daily lives," said Stephanie Cox, senior brand manager for Hellmann's. "Hellmann's is committed to making it easier for Canadians and their families to enjoy the pleasure of real food."

The news comes in conjunction with a series of announcements and changes that demonstrate Hellmann's ongoing dedication to the Real Food Movement. The company is simplifying the ingredient list and switching to 100 per cent Canadian free run eggs in its Hellmann's 1/2 the Fat mayonnaise-type dressing.

The survey also revealed that most Canadians prefer to purchase products that support the real food system in Canada (89 per cent); prefer to purchase products that contain more real ingredients (92 per cent); and prefer to eat locally grown foods (90 per cent).

"Canadians told us that they want more real and local food in their diets," said Cox. "We listened by making ingredient changes and we are also committed to giving back to the Canadian food system. Today, Hellmann's is announcing the Real Food Grant program to help connect families and communities with real food."

Hellmann's is donating $100,000 to community advocates and organizations that are helping to advance the Real Food Movement by either educating people about or connecting people with real food through an event or experience. Interested individuals and organizations can apply for a Real Food Grant between April 7 and June 30, 2010.

Canadians can visit realfoodmovement.ca to apply for a grant, or for tips, recipes and more information on real food.

About Hellmann's

Hellmann's was founded on the principle of using real, simple ingredients - eggs, oil and vinegar. This year Hellmann's is continuing to demonstrate its commitment to real food with significant initiatives designed to help Canadians find pleasure through real food. For more information, please visit www.realfoodmovement.ca.

About Unilever Canada

Unilever works to create a better future every day. We help people feel good, look good and get more out of life with brands and services that are good for them and good for others. Each day, around the world, we serve over two billion consumers. In Canada, the portfolio includes brand icons such as: Axe, Becel, Ben & Jerry's, Breyers, Degree, Dove personal care products, Hellmann's, Klondike, Knorr, Lipton, Popsicle, Q-Tips, Skippy, Slim-Fast, Suave, Sunsilk and Vaseline. All of the preceding brand names are registered trademarks of the Unilever Group of Companies. Dedicated to serving consumers and the communities where we live, work and play, Unilever employs more than 1,600 people across Canada. For more information, visit www.unilever.ca

Hellmann's Real Food Survey Methodology

Hellmann's Real Food survey was conducted by Ipsos Canadian Online Omnibus for Hellmann's. Data was collected via an online poll between February 11-14, 2010 from more than 1,000 Canadians ages 18 and older. For the purposes of the survey, 'real food' is defined as authentic food that is made with simple, natural ingredients; and 'Canadians with kids' are defined as 'Canadians with kids under 18 in the household.' Survey data is statistically accurate +/- 3.1%, 19 times out of 20.

SOURCE Hellmann's

For further information: For further information: Emily Huggard or Lauren Lanys, Harbinger, (416) 960-5100, 1-877-960-5100 ext.251 or 286, ehuggard@harbingerideas.com or llanys@harbingerideas.com

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