The explosion of headlines this week about a new lawsuit pitting Hellmann’s against the upstart condiment Just Mayo shows just how seriously Americans take their mayonnaise. (We spend about $2 billion per year on the stuff—more than ketchup.) And judging by the legal firepower that’s been assembled in the case, the companies take it awfully seriously too.
Conopco Inc., better known as Unilever, dominates the U.S. mayonnaise industry with its Hellmann’s and Best Foods brands. In a New Jersey federal court complaint filed Oct. 31 and first widely reported on Monday, Unilever accuses Just Mayo maker Hampton Creek Inc. of using deceptive advertising to steal its market share. Hampton Creek, the lawsuit claims, has duped consumers into falsely believing that egg-free Just Mayo is, in fact, mayonnaise.
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