Hellmann's vs Kraft: AI Share of Voice Comparison
In the latest Famewise run (data as of 2026-08-17), Hellmann's was named in 10 AI answers and Kraft in 11, across ChatGPT, Claude and Gemini with web search on and off. Kraft holds the larger share of voice. They are named together in 2 answers.
| Hellmann's — answers naming it | 10 |
|---|---|
| Kraft — answers naming it | 11 |
| Share of voice split | Hellmann's 48% / Kraft 52% |
| Answers naming both | 2 |
| AI models | OpenAI GPT, Anthropic Claude, Google Gemini |
Updated
Relative share of voice
Of the 21 mentions across the two brands, Hellmann's takes 48% and Kraft 52%. They are named together in 2 answers.
How this is measured
Famewise generates the category-level questions consumers ask AI assistants, then asks them to current OpenAI GPT, Anthropic Claude and Google Gemini models — each question with web search on and off. An extraction model records every brand named in every answer, the position of its first mention, and the sentiment toward it. Brands are ranked by visibility: the share of this category's answers that name them at least once. Share of mentions is a different cut of the same data — each brand's slice of every brand mention in the category. Every number reflects the latest scheduled run.
Read the full methodology — sample sizes, formulas and refresh frequency →
Frequently asked questions
Is Hellmann's or Kraft more visible in AI answers?
In the latest Famewise run, Hellmann's is named in 10 AI answers and Kraft in 11. Kraft has the higher share of voice. The two are named together in 2 answers.
How are Hellmann's and Kraft measured?
Famewise asks current OpenAI GPT, Anthropic Claude and Google Gemini models the questions consumers ask in these brands' categories — with and without web search — and records every brand each answer names, its position, and the sentiment toward it.
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