Just Mayo

Just Mayo is an egg substitute mayonnaise-like produced by Eat Just, Inc, formerly known as Hampton Creek. Just Mayo was first released in Northern California Whole Foods Markets on September 19, 2013.[1] Just Mayo comes in original, wasabi, truffle, sesame ginger, garlic, chipotle and sriracha flavors. It has been described as "a vegan spread that has rattled the egg industry."[2]

History

Just Mayo was formulated in 2011 by Josh Tetrick, who invested $37,000 into the business of finding a cheaper alternative to eggs through his ventures Beyond Eggs and Hampton Creek.[3] In 2014, Hampton Creek purchased hundreds of bottles of its own mayonnaise from grocery stores across the United States, and instructed contractors to place calls inquiring about products as customers to increase the perceived popularity of its products.[4][5] The company was renamed JUST, inc. in 2017.[6] Bill Gates and Li Ka-shing became backers of the company.[7]

Just Mayo does not contain eggs;[8]

Production and distribution milestones

In October 2013, Just Mayo was produced by a copacker located in Seattle and Tennessee and distributed to Whole Foods across the United States by distribution company United Natural Foods.[12]

In October 2014, Just Mayo was available in at least six grocery store chains in the United States, including Whole Foods, Kroger, Safeway, ShopRite, Target and Costco.[13]

By early 2019, the product was extremely hard to find and not carried in any of these retailers, but distribution improved in the second half of the year.[14]

While Just Mayo was still listed on the Eat Just website as of November 12, 2020,[15]

Labelling controversy

In 2014, Unilever (parent company of competing brand Hellmann's/Best Foods) filed a lawsuit against Hampton Creek for false advertising, arguing that Just Mayo cannot be marketed as mayonnaise because it does not meet the definition of the product specified by the Food and Drug Administration.[17] The FDA requires that "mayonnaise" contain 65% vegetable oil and at least one egg yolk-containing ingredient; Just Mayo contains ingredients such as pea protein, beta-carotene, and modified food starch, none of which are used in mayonnaise according to FDA standards. Unilever also noted the use of egg-oriented imagery in its promotional materials, and stated that its false claims were "part of a larger campaign and pattern of unfair competition by Hampton Creek to falsely promote Just Mayo spread as tasting better than, and being superior to, Best Foods and Hellmann's mayonnaise." Hampton Creek CEO Josh Tetrick denied any wrongdoing, believing that Unilever's lawsuit was meant to solely hinder competition.[18][19] Unilever ultimately dropped the lawsuit so Hampton Creek could work with "industry groups and appropriate regulatory authorities" on resolving its labelling, while also complimenting the company for its "commitment to innovation and its inspired corporate purpose."

See also

• List of brand name condiments
• List of mayonnaises

External links