The new boss of Unilever said the consumer goods company would stop “force-fitting” social justice messaging onto brands as he unveiled plans for a turnaround to improve performance.

Hein Schumacher said giving certain brands a social or environmental purpose “simply won’t be relevant or it will be an unwelcome distraction” as the maker of Hellmann’s mayonnaise, Dove soap and many other famous brands begins to get back to basics.

He took over from Alan Jope (former CEO with the company for 38 years) in July who wanted a social purpose to the company’s brands. Jope had wanted to sell brands that “stand for something more important than just making your hair shiny, your skin soft, your clothes whiter or your food tastier”.

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