Hellmann’s Is The Devil
Remember when Hellmann’s started a war against Hampton Creek’s Just Mayo? As more people switched from their egg-spread to a plant-based alternative, profits dipped and they decided to cause a kerfuffle over the use of the word “mayo.” Well, since dropping the lawsuit, they’ve decided to make their own egg-free spread. Surprise, surprise.
Hellmann’s parent company, Unilever, is launching a “Carefully Crafted Dressing and Sandwich Spread” to stores later this month. Of course, marketing director Russell Lilly says “this is about is providing choices to the millions of Hellmann’s fans.” Getting more customers is the obvious goal of any good business plan, but this is as clear a “shit, they’re doing well and we’re not” ploy as I’ve ever seen.
Proving that they’re trying their hardest to jump on trend, an organic version of the egg-full stuff will be launching soon too. In essence, they’re working on making something for everyone, despite prematurely leaving a bad taste in vegan mouths.
While a shift in the market can be good news for the release of new vegan substitutes, supporting a company that uses millions of “free-range” eggs a year isn’t going to be an option for this vegan. Here’s hoping the news can bring even more attention to Just Mayo, who has been enjoying the “no publicity is bad publicity” wave for a while now.