Hellmann's "Real Food Movement" emphasized the fact that the mayonnaise was made from only pure ingredients, unlike other sandwich spreads. Prior to this, consumers had chosen spreads based mainly on taste. This focus on the health benefits of "real" food was an attempt to:

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The emphasis on the health benefits of "real" food was an attempt to influence attribute importance, encouraging consumers to consider the purity of ingredients as an important factor in choosing their sandwich spreads.

Hellmann's "Real Food Movement" Emphasized the Fact That the Mayonnaise