The Unilever-owned brand Hellmann’s has partnered with on-demand delivery startup Quiqup to deliver fresh ingredients straight to people’s homes.

In its first foray into the growing direct-to-consumer space, Hellmann’s is working with Quiqup to launch on-demand recipe delivery via the Quiqup platform and app. Targeting shoppers who are likely to make ‘impulse purchases’, the company said the service will allow consumers to choose their favourite recipe, that include Hellmann’s dressings such as mayonnaise and ketchup, and get all the fresh ingredients delivered to them directly within an hour from local supermarkets. Quiqup already works with Tesco in supporting its one hour grocery delivery service in central London.

The project is being handled by Unilever Foundry – the platform that manages Unilever’s partnerships with brands and start-ups. It said the partnership was an opportunity for Hellmann’s to engage with its consumers in a new way and will initially target the London area. It added that pilot allows the brand to address an unmet consumer need, taking advantage of the growing trend in the consumer behaviour of buying goods on impulse, particularly amongst the new generation of millennials.

Joanna Allen, Global Brand VP for Hellmann’s, commented: “We’re very excited to be launching this service in partnership with Quiqup. We recognised that consumers are looking to technology to help make their cooking and eating habits quicker and easier. By offering consumers the opportunity to directly shop the Hellmann’s recipes, we free up consumers’ time to focus on what they enjoy most – the pleasure of eating great tasting food. As a brand that originated in a deli, it’s an important opportunity for us to return to direct-to-consumer servicing.”

Bassel El Koussa, Quiqup CEO & Co-Founder, added: “Partnering with Hellmann’s has provided us with an entry route to collaboration with a well-established big brand. Today’s consumers have come to expect businesses to offer fast, flexible and efficient delivery options because they recognise the scarcity of time and want to make the most of what they have. Our technology enables Hellmann’s to remain relevant to new audiences and adapt to changing digital consumer lifestyles.”

FMCG manufacturers have been increasingly experimenting with direct-to-consumer models, seduced by the promise of cutting out the retail middle-man.  Last year, Unilever spent $1bn on subscription shaving start-up Dollar Shave Club with the longer term aim of taking some of the learnings from that business to its other brands.