“Mayo culpa”: Kraft axes fat-free mayonnaise as clean label indulgence rises

28 Jul 2021 --- In a blow to the better-for-you sector, Kraft Mayo has discontinued its fat-free version of the condiment.

The brand – part of the Kraft Heinz Company – hinted at quality issues, saying that it owes the discontinuation to mayo lovers who “deserve nothing less than velvety smooth mayo in their fridges.” NutritionInsight has reached out for further comment.

Kraft first launched the fat-free mayo in the early 1990s, when low-fat diets were especially trendy. The advent of high-fat eating patterns like keto may have played a role in the fat-free mayo’s demise. 

Notably, Innova Market Insights reports that low-fat or fat-free positionings for the mayonnaise, dressing and vinegar category are in decline, with a CAGR of -2 percent in global launches between 2016 and 2020. There was an especially steep drop (-19 percent) between 2019 and 2020, in particular.  

Instead, indulgent, premium, natural, plant-based and sugar-free were among the fastest growing claims between October 2020 and March 2021, notes the market researcher. Last year, for example, Kröner-Stärke launched a natural solution for vegan mayonnaise. The mayo market is being driven by gourmet, premium-style, artisan and flavored products. 

Edged out by clean label?
Clean label is another rising demand in this space, with 20 percent of mayonnaise, dressing and vinegar launches between October 2020 and March 2021 featuring no additives or preservatives. This is up from just 15 percent between October 2019 and March 2020. 

With 14 ingredients and preservatives like potassium sorbate and calcium disodium EDTA, it’s possible Kraft Fat-Free Mayonnaise was impacted by these demands. 

The product is primarily based on water, vinegar, cornstarch, sugar, corn syrup and soybean oil. In contrast, Kraft Real Mayonnaise is mostly made from soybean oil, water, eggs and vinegar. 

However, a tablespoon of Real Mayonnaise contains 90 calories and 10 g of fat, in contrast to the 10 calories and 0 g of fat in the defunct version. 

The company also offers Light Mayonnaise, with half the calories and fat of standard mayo, as well as an olive oil version that also has half the fat. 

At odds with better-for-you
Despite increasing demand for indulgent mayonnaise, the discontinuation may come as a surprise to those following the better-for-you trend, which has touched industries from snacking and chocolate to yogurt and soft drinks. 

Notably, four in five global consumers believe in F&B progress through science, according to Innova Market Insights. 

However, Kraft Fat-Free Mayo is not the first reformulated product to be discontinued. In 2020, Nestlé announced that it would no longer make Milkybar Wowsomes. The milk and white chocolate boasting 30 percent reduced sugar had been on the UK and Irish markets for just two years. 

By Katherine Durrell