This post is part of our Battle of the Brands feature. Let us know which brand you prefer, and watch out for more Battle of the Brands posts.
I was preparing to make a sandwich recently, which for me is quite an undertaking. The ingredients need to be fresh, sliced to appropriate thickness and of the tastiest varieties. I got out all the fixin's and took hold of the appropriate tools, then I realized that I was missing one key ingredient. I was yet to procure the mayonnaise.
I went into the refrigerator where I knew I'd find the delectably smooth and scrumptious stuff. You can probably imagine my shock when I found not one but two brand new unopened squeeze bottles of mayonnaise right there on the door shelf in between the horse radish and the barbecue sauce. As if that wasn't trouble enough, when I reached in to take one of the bottles for my project, I realized that each of the bottles was a different brand. Oh the sheer unfairness of it, that meant I would have to decide which brand would appropriately bless my sandwich.
Rather than make a rash decision by simply grabbing a bottle and applying the dressing, I decided to carefully weigh my mayonnaise choice. After all, I wanted the perfect mayo for the perfect sandwich. I already knew that the two products were nearly identical in taste and texture. I needed to find the deeper meaning. I grasped both bottles, one in each hand, and carefully initiated my sandwich dressing analysis. Both bottles were plastic and totally squeezable. Each had appropriate tamper protection and a wide, flip-top cap that can be used to stand the bottle inverted. Each had a serving opening designed to apply the mayo in a flat ribbon outlay. The caps were blue and the bottles were clear. So far it was a dead heat.
The Hellmann's label had a country feel to it, which seemed to impart the messages of picnicking and home cooking, while the Kraft label hinted at elegance and made a statement by claiming award-winning status for the product. I noted that blue and gold were the theme colors for both products. Even in the ingredient and nutritional information, I was unable to discern any truly significant difference. My sandwich was still waiting.
I decided that I would need to make my choice based on the financial aspects of the product manufacturers, so I woke up my computer and proceeded to research the makers of each product, while ever mindful that my lettuce was starting to wilt. Kraft is of course manufactured under the Altria banner. Altria Group Inc. (NYSE: MO) owns over 85% of Kraft Foods, but my financial analysis focused specifically on Kraft Foods Inc. (NYSE: KFT) because they issue stock under their own ticker symbol. The Hellmann's brand is owned by Unilever and is co-marketed with Best Foods mayonnaise, each covering a separate geographic region. I found that my Hellmann's financial focus would be on Unilever (NYSE: UN).
This then was the thumbnail analysis I accomplished. This is much the same technique I use to determine if a stock is one I'd like to invest in. Both companies exhibit extensive diversity, Kraft via it's ownership by Altria and Unilever by it's own market dynamics. Both companies show me deeply entrenched stability, and each has a wide and steady stance. Both companies provide a level of transparency and investment clarity that would be expected from companies of their sizes. Both companies have well-constructed, informative, and easy-to-use websites.
Unilever has a current P/E of 20.52 and Kraft's is 17.30. This tells me that if things remain steady, Kraft would return my investment dollars sooner. Unilever had earnings of 1.36 per share for fiscal 2006 and Kraft's were 1.94 per share. Unilever has been lagging analyst expectations overall, while Kraft has been meeting or slightly exceeding the performance expected of them. Unilever performance has been trending downward, while Kraft performance remains positive and steady. Analyst sentiment for Unilever is generally leaning negatively, and the pros are calling it a sell. Analysts are positive overall on Kraft and the general consensus is hold.
I returned to my sandwich-building project with my decision clearly in hand. Kraft was chosen to dress my sandwich because I deemed it my best investment. When returning to the kitchen I discovered that I had one additional problem to address. In my absence, my wife had applied mustard to my assemblage and had eaten it. Oh well, I mused, at least I knew which mayo I would have applied. Which product would you have chosen? We'd really like to know!
Be sure to vote in our poll for Kraft or Hellmann's as your preferred brand, and lets us know why you love it in the comments. Results of all Battle of the Brands match-ups coming soon.











Reader Comments (Page 1 of 2)
5-08-2008 @ 4:35AM
Vance said...
Hellmann's tastes better and the logo looks much more attractive.
8-06-2008 @ 12:46AM
Armand said...
This was an excellent read. My culinary experiences are very close to this in procedure and planning.
For me to come across this article, I googled Kraft vs Hellman's Mayo. This may be the single most perplexing issue facing deli attendants, restaurants, and sandwich makers across our country. Inmy fridge now is Hellman's which I was sure is the best, but my parents have Kraft Mayo in the flip top oval lid that makes it so inviting to scoop out. I have to say that while I think Hellman's may be better, Kraft is exceptional in itself as well. I will have to have the two side by side in order to compare. Further complicating this colossal battle of Goliaths is a friends insider tip that in N. Carolina, there was a huge battle between Hellman's and locally made Dukes mayo which is said to have a major following. The battle is comparable to NY Yankees vs. Boston... the other name can only be whispered in the opposing territory for fear of reprise.
12-01-2008 @ 10:09AM
Grandma Honey said...
Like many other people, I love Hellman's Maoyonnaise best. I have done the taste test against store brands and Krafts. However, I have a growing concern with BPA. Because of its extensive use in plastic containers, I am concerned because I see it on the plastic container that Hellman uses. The Kraft container that I have has a 2 in the recycle triangle. Pleas change this, as I will not buy Hellman's in a container with a 7 in the recycle triangle. Thank you!
12-04-2008 @ 12:25AM
Merci said...
Heads up about Kraft mayonnaise.
The last 2 jars I have had was not good, so I called them and asked what happened, they said they changed their recipe, they added more egg yolks and more sugar and mustard oil. I said you ruined it, plus made it less healthy, so I told them I am switching to Hellman's. If you don't like it, please call them on their toll free # on the bottle and tell them, hopefully they will go back if they get enough complaints.
1-13-2009 @ 11:05AM
Bill Enos said...
Kraft and Hellmans are just greasy goo with little flavor. Either will ruin almost anything. The ONLY mayo is Dukes.
1-19-2009 @ 1:14PM
Tashina said...
I don't actually eat mayonnaise; I put it in my hair. I prefer Hellman's mayo. It's a much better conditioning treatment than Kraft.
4-10-2007 @ 4:26AM
Jack Billings said...
I should like Kraft because I own shares of Altria. However, in this case I prefer a brand of Hellmans because it contains only egg white and does not contain whole egg nor egg yolk. I am cholesterol concious.
Jack
4-11-2007 @ 3:52AM
kekouri said...
I also own KFT but like Hellmann's much better. My bottle says whole eggs & egg yolks. Soybean oil. Also great was the one with caola oil. No thickeners.
It seems tangier and fresher tasting than the Hraft Real Mayonnaise...and all taste better than Mircle Whip.
4-17-2007 @ 12:42AM
Dennis Johnson said...
As of March 30, 2007 - Altria no longer owns any percent of Kraft Foods. We are an independent company.
4-19-2007 @ 12:09PM
Barbara said...
It all depends on what your raised with, you aquire your taste from childhood, Me I like Best Foods. Nothing but the Best!
4-19-2007 @ 12:10PM
Steve Jones said...
Your heads up pitting Hellman's mayonnaise vs. Kraft mayonnaise is DECEPTIVE! On the lead picture you show Hellman's vs. Miracle Whip WHICH IS TECHNICALLY A SALAD DRESSING(check the label) and then when voting you put Hellman's mayonaisse againt Kraft MAYONNAISSE (not MIRICLE WHIP) I MUCH prefer MIRICLE WHIP to Hellman's but your vote was Hellman's MAYONNAISE vs. Kraft MAYONNAISE! NOT A FAIR VOTE!!!!!!!!!!
4-19-2007 @ 12:10PM
mousie said...
Hellmann's is the BEST ever. No contest in my opinion.
4-19-2007 @ 12:10PM
mitchell dotts said...
both suck now if you want my oppinion to put on a sandwich after its made id put miracle whip on it for it give the sandwich a nice zing flaver to it hellmanns and kraft mayo are too bland and too boring . everyone who uses hellmans an kraft mayo dont know good taste if it bit them on the mouth . wake up and smell the the miracle whip its the one an only spread that i use for ALL my sandwiches ever since i was 10 years old
4-19-2007 @ 12:13PM
A Mealy said...
One more time....Unilever has ruined Hellman's(formally CPC-Best Foods). What was a quart of Mayo in a glass jar,is now 30 ounces in plastic! Add insult to injury,quality has become a victem too. Same old corporate theft by deception...Give 'em less and charge 'em more !
4-19-2007 @ 4:55PM
Julia F. McGhee said...
Of the two choices, I like Hellman's over Kraft. But the best mayo in the whole wide world in Duke's Mayonnaise, a regional delight made in Richmond, VA. Cannot buy it here in Toledo, OH. We load up on Duke's whenever we are back in the Old Dominion along with Mrs. Fearnow's Brunswick Stew! "YUM" to Duke's, then Hellman's.
4-19-2007 @ 12:13PM
Maureen Dealy said...
The ingredients are not the same. Sugar is higher on the list for Kraft. As a diabetic, that is important to me.
4-19-2007 @ 12:14PM
Kathleen said...
Neither!! My favorite brand is a southern mayonnaise--"Dukes mayonnaise". It's the best!!!!! I go out of my way to get it-- even now living in NJ. They have a web site too. I always stock up when I go to visit my family in NC. It's the bomb!!!
4-19-2007 @ 12:14PM
suzie said...
Hellmann's doesn't have that sickly sweet taste that the others do -
PS "victim" does not have an "e" in it.
and one doesn't use "use to" to denote the past tense.
4-19-2007 @ 12:11PM
Penny said...
I prefer Krafts most of the time as it is more tart and Hellman's is sweeter, but there are some dishes where I do use Hellman's. After hearing about Duke's I will most definitely have to try it.
4-19-2007 @ 12:02PM
Windy said...
I don't like either, I prefer Nalley's Real Mayonnaise over all others.