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)
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 @ 12:02PM
Windy said...
I don't like either, I prefer Nalley's Real Mayonnaise over all others.
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 @ 12:11PM
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 @ 12:13PM
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 @ 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 @ 12:17PM
Windy said...
I should have added that I do use Miracle Whip for mixing with potato and macaroni salads and tunafish. But for sandwiches Nalley's mayo is the best.
4-19-2007 @ 12:39PM
B.Brown said...
Hellmans is best mayonaise. Krafts makes best "salad dressing"
4-19-2007 @ 2:01PM
Bob said...
Dukes Mayonnaise is unquestionably the best, either on sandwiches or in recipes.
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.
4-20-2007 @ 1:13PM
Amy said...
Miracle Whip is vile. So is Kraft mayonnaise. And Kraft salad dressing for that matter. Hellman's is the best, no contest.
4-20-2007 @ 1:14PM
Milt said...
I'm really quite surprised that this is even being debated because Hellmans Mayonaisse and Kraft Miracle Whip are two entirely different entities even though most people don't have enough sense to realize it. If you look closely at the label of Miracle Whip you will notice it says, "Dressing" or "Salad Dressing"...........Not mayonaisse.
4-20-2007 @ 1:15PM
sherman Tillett said...
A sandwitch is not a sandwitch without the smooth tate of Miracle whip. when i was younger my buddy Dad divoice his wife when she didnt bring home the whip