Hellmann’s team up with startup Quiqup to launch a direct-to-consumer delivery service

Global dressings brand, Hellmann’s, has partnered with on-demand delivery startup Quiqup, to deliver fresh ingredients to consumers at the click of a finger.

Foundry transparent logo

Through The Unilever Foundry, Hellmann’s put out a brief looking for tech solutions to help the brand further engage with a digitally-savvy millennial audience. Following the platform’s unique pitch-pilot-partner process, Quiqup was identified as the ideal solution to directly engage with a new audience through a new business model.

The concept is to launch an on-demand recipe delivery via the Quiqup platform and app, launching Hellmann’s first foray into the direct-to-consumer space. 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.

Ask your food delivery from Quiqup app to have fresh ingredients and tasty recipes from Hellmann's

Unlike most delivery services, Quiqup isn’t 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.

Joanna Allen, Global Brand VP for Hellmann’s, commented: “We’re very excited to be launching this service in partnership with Quiqup. 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.”


Bassel El Koussa - Quiqup CEO & Co-Founder commented: “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.”