São Paulo, July 2026 – Hellmann’s is expanding its portfolio in Brazil with the launch of Hellmann’s Burger Sauce, a new condiment designed to complement burgers and sandwiches across a variety of eating occasions. Featuring notes of pickles and spices, the sauce balances sweetness and acidity and is available in a 230 g squeeze bottle. The product is now available at retailers across Brazil and on Amazon.
To introduce the new product, the brand is launching the campaign “The Irresistible Secret Behind Great Burgers,” created by Euphoria Creative and inspired by one of the most common questions among burger lovers: what’s the secret behind the great burger classics?
In the campaign film, participants take part in a blind taste test featuring burgers made with the new Burger Sauce. Without knowing which ingredient is being used, they are asked what familiar flavor the combination reminds them of. Their reactions reveal surprise, recognition, and an immediate association with a well-known burger flavor.
Expanding the sauces category
The launch also reinforces Hellmann’s strategy of expanding its presence in the sauces category while creating new consumption occasions centered around sandwiches, burgers, and casual meals. In Brazil, the condiments category—primarily made up of mayonnaise and ketchup—continues to grow, while the “other sauces” segment is projected to increase by 27% through 2029, outpacing the overall category average, according to Euromonitor FY25 data.
“Consumers are increasingly interested in exploring new flavors and recreating at home experiences they once found only in restaurants. Burger Sauce was created to meet that demand by combining convenience and experimentation in a recipe developed specifically for one of Brazil’s strongest consumption occasions: burgers. We’re bringing to market a product that speaks directly to Brazilians’ passion for burgers while reinforcing our strategy of expanding in the sauces category,” said Carolina Riotto, Vice President of Marketing for Unilever Foods and Food Solutions in Latin America.
The opportunity has also been identified in international markets. In Europe, where Burger Sauce is already part of the Hellmann’s portfolio, the product has become one of the brand’s standout offerings in the category, underscoring the importance of this segment to Hellmann’s global strategy.
With this launch, Hellmann’s continues to expand its innovation portfolio in Brazil and demonstrates its ability to turn consumer trends into products that fit seamlessly into Brazilians’ everyday lives.
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