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Delivery firm Quipup's partnership with Hellmann's is targeting impulse buying millennials

On-demand delivery business Quipup has unveiled a new direct-to-consumer partnership with global dressings brand Hellmann’s which will see consumers receiving fresh ingredients at the tap of a smartphone screen.

The pair are trailing on-demand recipe delivery via the London-based logistics company’s platform and app which allows users to choose their favourite recipe and get all the necessary fresh ingredients delivered within the hour.

Centered initially around London, the pilot is hoping to capture millennial shoppers who are more likely to make impulse purchases, a need that the firm argues is currently unmet by current platforms and services.

The partnership has come about after Unilever Foundry, which is the innovation arm of the consumer goods company, put out a call for tech firms who could help it engage with digitally savvy 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.”

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