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Weird-Mart: Tales of the Bizarre from the Walmart AislesThis 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.
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Reader Comments (Page 2 of 2)
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.
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.
4-20-2007 @ 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
4-24-2007 @ 2:35PM
Sophie said...
Forget Hellman's or Kraft. As an Army Brat I have traveled most of the US and all of Europe.I have tasted many different mayonaises. However, the best brand I have tasted and still use is "Dukes Mayonaise". It tastes very good. It is thick and creamy, has a the right amount of eggy-ness and the right amount of zingy-ness. Dukes does not turn watery in potato or macaroni salads as other mayonaises do. Dukes is made with real sugar rather than high fructose corn syrup and no other ingredients for binders or ingredients that I cannot decifer.
4-23-2007 @ 11:13AM
Lori Slavich said...
Blue Plate is the absolute best mayonaise ever made. Come down south to New Orleans and stock up. Miracle Whip is disgusting and will ruin potato salad. Kraft will do in a pinch. If you've ever eaten in New Orleans, you would know that we are the experts in good tasting food (though not necessarily healthy!). Also pick up some CDM coffee and Deep South pickle relish!
4-23-2007 @ 11:15AM
patricia said...
HELLO,I GREW UP IN A KRAFT HOME. EVERYTHING WAS KREAFT,AFTER ALL MY GRANDMOTHER WORK FOR KRAFT FOR YEARS.I REMEMBER SOMETHING ABOUT STP TOO.STP OIL.
WELL ANYWAYS MY MOTHER BOUGHT MIRICLE WHIP AND I HATED THAT NASTY STUFF. AND IT'S A SALAD DRESSING NOT MAYONNAISE.BUT MY MOTHER BOUGHT ME HELLMAN'S MAYONNAISE SO I NEVER HAD TO EAT THAT NASTY SALAD DRESSING MIRICLE WHIP,WHICH MY MOM AND BROTHER LOVED.
4-27-2007 @ 11:47PM
Delores said...
I really don't like either one, I have used Blue Plate for years. Hellman's has lemon, which gives it a funny taste to me. I use Kraft if in a hurry and can't find my brand for some reason.
5-03-2007 @ 12:44PM
Melissa said...
Mayonaisse, Mayonnaise, OR Mayonaise? Spell check is a terrible thing to waste!!!
5-03-2007 @ 8:27AM
Melissa said...
Mayonaisse, Mayonnaise, or Mayonaise? Spell check is a terrible thing to waste...
5-19-2007 @ 9:33PM
sHull said...
Wow- I thought I was the only one who was Duke's loyal- to the point of stocking up when I visited relatives in NC when I was a kid. (I know- odd)
Thanks goodness we have Food Lion and Harris Teeters in Nashville now- these Carolina based stores carry the brand. Check the ingredients list and you'll be able to see why it tastes so much better.
I am with the posters who said they use Miracle Whip in salads (tuna salad, potato salad- any mayo is a little bland for that), can't think of anything I would use Helmann's on.
8-09-2007 @ 10:53AM
John said...
Too add a stick in the ointment--I had a discussion with Kraft today on their mayo. Dip it out with a knife and you will hear a snapping sound. They have injected air into it (same as in fluffed ice cream) Try it!! The jar says 10% more, but has only 2 tablespoons more, not 3.2 Oz.? 66 servings vrs. 64 in a 32 oz. jar. I questioned the air whipped into it and was given no explanation. They think the public won't notice!!! take out the air and you will have a lot less product.
9-13-2007 @ 12:15PM
JOY said...
I use Kraft Miracle Whip for some dishes and Best Foods (Hellman's) mayo for others. MW has a little more tang for sandwiches and BF mayo is creamier for combo dishes.
I'm not worrying about cholesterol, I don't eat a whole jar of mayo in one meal!
11-21-2007 @ 2:54AM
Warren G Wonka said...
I prefer the flavor of Hellman's. But I refuse to buy a 30 oz quart jar of mayonnaise. Kraft's new mayonnaise with lime tastes like miracle whip to me. Horrible.