Condiments are still on a hot streak, exploding with variety and flavor and offering instore delis a great chance to bring innovation to their salads, sandwiches and other foods.

Chipotle Mayo, launched by Hellmann’s in 2024, has enjoyed great reception — and accolades, said Brent Lukowski, senior marketing director for condiments US at Unilever, which owns the Hellmann’s brand.

Chipotle Mayo is the top performer among a series of flavored mayos Hellmann’s launched last year, and it’s been nominated in the 2025 Newsweek Best Product Awards.

“It’s the perfect addition to heat up your summer meals, featuring a delicious blend of smoky chipotle peppers, garlic, honey, and a hint of lime for irresistible complexity with just the right amount of heat,” Lukowski said.

Other recent Hellmann’s flavored mayos that are also getting great feedback include:

Spicy Mayo

Flavored with a delicious sriracha pepper blend and made with real chili peppers, Spicy Mayo delivers mild-to-medium spice to enhance any meal – from traditional mayo dishes such as sandwiches, wraps, and burgers – and much more, Lukowski said.

Garlic Aioli

A deliciously creamy condiment that’s perfect as a dip for French fries, a spread for sandwiches and burgers and for adding a burst of garlic flavor to potato salads. It’s made with real garlic, has no artificial flavors and is made with 100% certified vegan ingredients.

Italian Herb & Garlic

Made with a combination of basil and oregano, it delivers aromatic herbal notes with a subtle hint of garlic.

Chili Lime with Tajin

Made with Tajín Clásico seasoning, offers a mild heat balanced with a zesty lime kick.

That was a lot of innovation for just one year, but in 2025, Hellmann’s plans to do even more, Lukowski said. It will also be a year in which the brand “brings all five of its flavors together around key moments throughout the year where mayonnaise can enhance dishes most.”

When it comes to trends, research has shown that consumers are constantly seeking additional ways to use condiments and even turning them into more of a dipping sauce, which expands their usage across a larger variety of dishes, Lukowski said.

Hellmann’s is doing its part to encourage this behavior with things like its Le Café Hellmann’s, launched in New York last summer, which encouraged attendees to use Hellmann’s Garlic Aioli as a dipping sauce for French fries.

“Hellmann’s knows that consumers are looking for food brands that aren’t afraid to think outside the box,” Lukowski said. “Whether it’s a spicy collab with Tajin or a head-scratching stunt like Hellmann’s Mayonnaise Blanc, a 100% mayo 0% ABV mayo-filled wine bottle that no one saw coming but everyone talked about, Hellmann’s is excited to keep consumers guessing what’s next.”

Covering the spread: Hellmann’s at the Super Bowl

For the fifth year in a row, Hellmann’s Mayonnaise scored big with a 30-second TV commercial in the Super Bowl.

With every play, Hellmann’s “brings the real MVP to game day, boosting the flavor of tailgating and watch party dishes all season long,” according to the company.

This past year, Hellmann’s has been on a winning streak, engaging football fans with its Mayotivations campaign, epic collaborations and standout moments like the viral mayo-inspired fragrance, delicious tailgates and fan fests and debuting their new mascot, Manny Mayo, to help fans make game day delicious.

“Over the years, Hellmann’s has shown its commitment to building a legacy within football culture that makes it synonymous with game day, so we are excited to be back at the Big Game reaching millions of fans on football’s main stage again,” said Jessica Grigoriou, senior vice president of marketing, condiments, at Unilever North America. “For our fifth year, Hellmann’s will remind fans how to bring out the best in game day dishes with a fresh creative take to this year’s advertisement.”

Hellmann’s has always been a part of fans’ football celebrations. From Buffalo Chicken Dip to Deviled Eggs, Cowboy Caviar and Game Day Subs, Hellmann’s has been the secret ingredient that transforms ordinary snacks into game-winning bites.