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Case 2:14-cv-06856-WHW-CLW Document 10 Filed 11/07/14 Page 1 of 2 PageID: 67

Bruce P. Keller (bpkeller@debevoise.com)


David H. Bernstein (dhbernstein@debevoise.com)*
Michael Potenza (mpotenza@debevoise.com)
Jared I. Kagan (jikagan@debevoise.com)*
DEBEVOISE & PLIMPTON LLP
919 Third Avenue
New York, New York 10022
(212) 909-6000
Attorneys for Conopco, Inc.
*admitted pro hac vice
UNITED STATES DISTRICT COURT
DISTRICT OF NEW JERSEY
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CONOPCO, INC., doing business as UNILEVER,
:
: 14 Civ. 06856 (WHW)(CLW)
ECF CASE
Plaintiff,
:
:
NOTICE OF MOTION FOR
-against:
PRELIMINARY
:
INJUNCTION
HAMPTON CREEK, INC.,
:
:
Defendant.
:
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PLEASE TAKE NOTICE that, on December 1, 2014 at 10:00 oclock in the


forenoon, or as soon thereafter as counsel may be heard, plaintiff Conopco, Inc., doing
business as Unilever, shall move before the Honorable William H. Walls, U.S.D.J. at the
Martin Luther King Building and U.S. Courthouse, 50 Walnut Street, Newark, New
Jersey 07101 for a preliminary injunction pursuant to Fed. R. Civ. P. 65. This motion is
filed in accordance with Local Civil Rule 7.1(b).

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PLEASE TAKE FURTHER NOTICE that plaintiff shall rely upon the papers and
pleadings on file in this Court, the complaint, the memorandum of law, and the
supporting declarations and exhibits submitted herewith.
Plaintiff requests oral argument. A proposed form of Order is enclosed.
Dated: New York, New York
November 7, 2014
DEBEVOISE & PLIMPTON LLP

By: /s/ Michael Potenza


Bruce P. Keller (bpkeller@debevoise.com)
David H. Bernstein (dhbernstein@debevoise.com)*
Michael Potenza (mpotenza@debevoise.com)
Jared I. Kagan (jikagan@debevoise.com)*
919 Third Avenue
New York, New York 10022
(212) 909-6000
Attorneys for Plaintiff Conopco, Inc. dba Unilever
*admitted pro hac vice

TO:

Peter D. Vogl
Orrick, Herrington & Sutcliffe LLP
51 West 52nd Street
New York, New York 10019
Attorneys for Defendant Hampton Creek, Inc.

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UNITED STATES DISTRICT COURT


DISTRICT OF NEW JERSEY
----------------------------------------------------------------------- x
CONOPCO, INC., doing business as UNILEVER,
:
:
Plaintiff,
:
:
-against: 14 Civ. 06856 (WHW)(CLW)
:
HAMPTON CREEK, INC.,
:
ECF CASE
:
Defendant.
: Motion Day: December 1, 2014
:
----------------------------------------------------------------------- x

MEMORANDUM OF LAW IN SUPPORT OF PLAINTIFFS


MOTION FOR A PRELIMINARY INJUNCTION

Bruce P. Keller (bpkeller@debevoise.com)


David H. Bernstein (dhbernstein@debevoise.com)*
Michael Potenza (mpotenza@debevoise.com)
Jared I. Kagan (jikagan@debevoise.com)*
DEBEVOISE & PLIMPTON LLP
919 Third Avenue
New York, New York 10022
(212) 909-6696 (telephone)
(212) 521-7696 (facsimile)
Attorneys for Plaintiff Conopco, Inc., doing
business as Unilever
* admitted pro hac vice

Dated: New York, New York


November 7, 2014

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TABLE OF CONTENTS
Page
Table of Authorities ............................................................................................................. i
PRELIMINARY STATEMENT ........................................................................................ 1
STATEMENT OF FACTS ................................................................................................. 3
I.

The Hellmanns and Best Foods Brands of Real Mayonnaise. ........................ 3

II.

The Mayonnaise Product Category......................................................................... 4

III.

False Labeling and Advertising of Just Mayo ........................................................ 5

IV.

Harm to Unilever and Unilevers Efforts to Resolve the Dispute ........................ 10

ARGUMENT.................................................................................................................... 12
I.

The Standard for Relief......................................................................................... 12

II.

Unilever Is Likely to Succeed on the Merits of its False Advertising


Claim..................................................................................................................... 12
A.
B.

The Just Mayo Name is Literally False .................................................... 13


Survey Evidence Demonstrates That The Name Just Mayo Is
Misleading................................................................................................. 14

III.

Unilever Will Suffer Irreparable Harm in the Absence of a Preliminary


Injunction. ............................................................................................................. 18

IV.

The Balance of Equities Favors an Injunction...................................................... 20

V.

The Public Interest Favors an Injunction .............................................................. 21

VI.

Unilever Also Is Entitled to Preliminary Relief Under the New Jersey


Consumer Fraud Act. ............................................................................................ 22

CONCLUSION................................................................................................................. 23

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TABLE OF AUTHORITIES
CASES
Am. Home Prods. Corp. v. Johnson & Johnson,
654 F. Supp. 568 (S.D.N.Y. 1987) ..........................................................................................14
AT&T Co. v. Winback and Conserve Program Inc.,
42 F.3d 1421 (3d Cir. 1994).....................................................................................................22
Bracco Diagnostics, Inc. v. Amersham Health, Inc.,
627 F. Supp. 2d 384 (D.N.J. 2009) ....................................................................................14, 18
Channel Cos. v. Britton,
167 N.J. Super. 417, 400 A.2d 1221 (App. Div. 1979) ...........................................................22
Church & Dwight Co. v. S.C. Johnson & Son, Inc.,
873 F. Supp. 893 (D.N.J. 1994) .........................................................................................16, 20
Coach, Inc. v. Paulas Store Sportswear LLC,
Civil Action No. 133263 (SRC), 2014 WL 347893 (D.N.J. Jan. 31, 2014)..........................23
Contl Wax Corp. v. Fed. Trade Commn,
330 F.2d 475 (2d Cir. 1964).....................................................................................................14
Feiler v. New Jersey Dental Assn,
467 A.2d 276 (N.J. Super. Ct. Ch. Div. 1983).........................................................................22
Ferring Pharm., Inc. v. Watson Pharm., Inc.,
765 F.3d 205 (3d Cir. 2014).....................................................................................................12
GlaxoSmithKline Consumer Healthcare v. Merix Pharm. Corp.
No. Civ. 05-898(DRD), 2005 WL 2230318 (D.N.J. Sept. 13, 2005) ......................................21
Goya Foods, Inc. v. Condal Distribs., Inc.,
732 F. Supp. 453 (S.D.N.Y. 1990) ..........................................................................................16
Johnson & Johnson v. GAC Intl, Inc.,
862 F.2d 975 (2d Cir. 1988).....................................................................................................14
Kraft Gen. Foods, Inc. v. Del Monte Corp.,
28 U.S.P.Q.2d 1457 (S.D.N.Y. 1993)......................................................................................14

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McNeilab, Inc. v. Am. Home Prods. Corp.,


501 F. Supp. 517 (S.D.N.Y. 1980) ..........................................................................................16
Merck Eprova AG v. Gnosis S.P.A.,
760 F.3d 247 (2d Cir. 2014).....................................................................................................14
Novartis Consumer Health, Inc. v. Johnson & Johnson-Merck
Consumer Pharm. Co.,
290 F.3d 578 (3d Cir. 2002)............................................................................................. passim
Opticians Assn of Am. v. Indep. Opticians of Am.,
920 F.2d 187 (3d Cir. 1990)...............................................................................................20, 21
Pappan Enters., Inc. v. Hardees Food Sys., Inc.,
143 F.3d 800 (3d Cir. 1998).....................................................................................................21
Reckitt Benckiser Inc. v. Motomco Ltd.,
760 F. Supp. 2d 446 (S.D.N.Y. 2011)......................................................................................19
Smithkline Beecham Consumer Healthcare, L.P. v. Johnson & Johnson-Merck
Consumer Pharm. Co.,
906 F. Supp. 178 (S.D.N.Y. 1995), affd, 100 F.3d 943 (2d Cir. 1996) ..................................14
Value Group, Inc. v. Mendham Lake Est., L.P.,
800 F. Supp. 1228 (D.N.J. 1992) .............................................................................................21
Warner-Lambert Co. v. Breathasure, Inc.,
204 F.3d 87 (3d Cir. 2000).............................................................................................2, 12, 13
WPIX, Inc. v. ivi, Inc.,
765 F. Supp. 2d 594 (S.D.N.Y. 2011), affd, 691 F.3d 275 (2d Cir. 2012). ............................19
STATUTES
15 U.S.C. 1125(a) .......................................................................................................................12
21 U.S.C. 331(a), 343(g).............................................................................................................4
New Jersey Consumer Fraud Act (NJCFA), N.J.S.A. 56:8-1 et seq....................................22, 23
OTHER AUTHORITIES
21 C.F.R. 169.140 (2014) .............................................................................................................4

ii

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5 J. Thomas McCarthy, MCCARTHY ON TRADEMARKS AND UNFAIR COMPETITION


27:51 (2014)..........................................................................................................................18
JASPER WOMACH, CRS REPORT FOR CONGRESS, AGRICULTURE: A GLOSSARY OF
TERMS, PROGRAMS, AND LAWS (2005) ......................................................................................4
MERRIAM WEBSTER ONLINE DICTIONARY, available at http://www.merriamwebster.com/ ........................................................................................................................5, 13
Shari Seidman Diamond, Control Foundations: Rationales and Approaches, in
TRADEMARK AND DECEPTIVE ADVERTISING SURVEYS, 201 (Shari Seidman
Diamond and Jerre B. Swann eds. 2012).................................................................................15

iii

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Plaintiff Conopco, Inc., doing business as Unilever (Unilever), respectfully


submits this memorandum of law in support of its motion to enjoin Hampton Creek, Inc.
(Hampton Creek) from distributing false and deceptive labeling and advertising for
Just Mayo, a plant-based vegan alternative to real mayonnaise that, despite its deceptive
name, is not mayonnaise.
PRELIMINARY STATEMENT
Unilever owns the Hellmanns and Best Foods brands the nations leading
brands of real mayonnaise. Hampton Creek competes against Unilever with a vegan
dressing and sandwich spread it calls Just Mayo. Despite its name, Just Mayo is not, in
fact, mayonnaise, but rather, is a plant-based alternative to real mayonnaise. Real
mayonnaise, under Food and Drug Administration (FDA) standards, common
dictionary definitions, and common usage, is a product made from eggs (along with oil
and an acidifying ingredient, like vinegar or lemon juice). Just Mayo is a vegan product
that contains no eggs. It is just not mayo.
Further, Just Mayo does not perform like mayonnaise, as consumers would expect
of a product called Just Mayo. Rather, unlike real mayo, Just Mayo cannot be used in
some of the many recipes that call for using mayonnaise in cooking. That is, because,
when heated, Just Mayo can separate into its constituent parts rather than maintaining the
binding qualities that make real mayonnaise a useful ingredient in certain recipes.
The Just Mayo name is thus literally false. Under well-settled Third Circuit case
law, it should be enjoined immediately. Novartis Consumer Health, Inc. v. Johnson &
Johnson-Merck Consumer Pharm. Co., 290 F.3d 578, 599-600 (3d Cir. 2002) (affirming

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injunction against literally falsely named Mylanta NightTime Strength antacid because it
contained no ingredients that made it more effective for night time heartburn); WarnerLambert Co. v. BreathAsure, Inc., 204 F.3d 87, 97 (3d Cir. 2000) (affirming injunction
against literally false name BreathAsure for breath tablets because they did not assure
good breath).
Given that the Just Mayo name is literally false, Unilever need not provide any
further evidence of the false messages communicated by the deceptive Just Mayo name
in order to obtain a preliminary injunction. Nevertheless, Unilever has gone further: It
has commissioned a consumer perception survey that confirms the overwhelmingly
confusing nature of the Just Mayo name. About half of consumers who were shown the
Just Mayo labeling and asked to consider the product as if they were making a purchase
were deceived into believing they were purchasing real mayonnaise. Unilever is thus
highly likely to succeed on the merits of its Lanham Act false advertising claim, as well
as parallel claims under the New Jersey Consumer Fraud Act.
Hampton Creeks advertising and use of the Just Mayo name is not only
deceiving consumers, but it also is causing irreparable harm to Unilever. Unilever has
already lost sales as a result of Hampton Creeks deceptive labeling and advertising;
initial data from one major retailer shows that more than half of Just Mayo purchasers
who had previously purchased real mayonnaise switched from the Best Foods and
Hellmanns brands. If Hampton Creeks false claims are not stopped, Hampton Creek
will lure more consumers to its brand on these false pretenses. Because advertising,
including false advertising, is just of many factors that impact consumer purchasing

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decisions, the effect will lead to irreparable harm to Unilever that is enormously difficult
to quantify. And, because Just Mayo does not perform like real mayo, Hampton Creeks
false advertising will damage the entire product category, which has strived to maintain a
consistent definition of mayonnaise that fits with consumer expectations.
The final two factors of the preliminary injunction standard similarly favor entry
of an injunction here. Because Hampton Creeks Just Mayo is deceiving consumers, the
public interest is furthered by an injunction prohibiting this deceptive conduct. In
addition, given the irreparable harm Unilever will suffer in the absence of relief and the
lack of any legitimate basis for Hampton Creek to pass off its non-mayo product as real
mayo, the balance of hardships tips decidedly in Unilevers favor.
STATEMENT OF FACTS
I.

The Hellmanns and Best Foods Brands of Real Mayonnaise.


Unilever sells the popular Hellmanns and Best Foods brands of real

mayonnaise. The Hellmanns brand was born more than a century ago, in 1905, when
Richard Hellmann, an immigrant from Germany, began using his family recipe for
mayonnaise in salads in his delicatessen on the Upper West Side of Manhattan.
Hellmanns mayonnaise came to be so enormously popular that Hellmann soon devoted
his entire business to jarring and selling Hellmanns Real Mayonnaise. Declaration of
Ryu Yokoi (November 7, 2014) (Yokoi Decl.) 3.
At about the same time in California, a company called Best Foods introduced an
equally popular mayonnaise product. In 1932, Best Foods acquired Hellmanns and
decided to keep both brands. For over a century, Best Foods mayonnaise has been the

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most popular brand of mayonnaise west of the Rocky Mountains, and Hellmanns has
been the most popular brand east of the Rockies. Id. 4. As a result of their inherent
quality and tremendous popularity for over one hundred years, Best Foods and
Hellmanns remain the nations leading brands of mayonnaise.
II.

The Mayonnaise Product Category


Federal regulations provide a specification for products that are allowed to be

marketed as mayonnaise. The FDAs standard of identity defines mayonnaise as the


emulsified semisolid food prepared from vegetable oil(s), an acidifying ingredient of
either (1) vinegar or (2) lemon juice or lime juice, or both, and an egg yolk-containing
ingredient. 21 C.F.R. 169.140 (2014). The need for regulation in this area arose in
response to prior efforts by unscrupulous manufacturers to pass off diluted products,
which did not meet consumers expectations for mayonnaise, as actual mayonnaise.
Yokoi Decl. 5. As the Congressional Research Service branch of the Library of
Congress explains, the standard of identity was developed to protect the consumer by
ensuring that a label accurately reflects whats inside (for example, that mayonnaise is
not an imitation spread . . . . ). JASPER WOMACH, CRS REPORT FOR CONGRESS,
AGRICULTURE: A GLOSSARY OF TERMS, PROGRAMS, AND LAWS, CRS-243-44 (2005).
Identifying a product that does not meet this definition as mayonnaise is a violation of
FDA regulations. 21 U.S.C. 331(a), 343(g).
Mayo is defined in multiple dictionaries as a shorthand for mayonnaise, and is
regularly used that way by the media and the trade. It also is understood by consumers to
be synonymous with mayonnaise. Yokoi Decl. 14. In addition, consumers have

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come to understand, and expect, that real mayonnaise will contain egg, oil and an
acidifying ingredient. That is reflected in common dictionary definitions of mayonnaise,
which define mayonnaise as a dressing made chiefly of egg yolks, vegetable oils, and
vinegar or lemon juice. MERRIAM WEBSTER ONLINE DICTIONARY, available at
http://www.merriam-webster.com/ (emphasis added); see also Yokoi Decl. 8.
Advertising for Hellmanns and Best Foods has stressed for decades the
importance of the key constituent ingredients of mayonnaise by emphasizing that
Hellmanns and Best Foods are made with real, simple ingredients: eggs, oil and
vinegar. Yokoi Decl. 6 & Ex. A. Similarly, advertising for Hellmanns emphasizes
that real mayonnaise can be used not only as a spread on sandwiches, but in recipes for
cooking as well. Id. 15 & Ex. L.
III.

False Labeling and Advertising of Just Mayo


In or around September 2013, Hampton Creek

began selling a variety of sandwich spreads that it packages


and sells under the name Just Mayo. As shown at right, the
Just Mayo packaging prominently features the name Just
Mayo with the word Just appearing in small cursive
writing above the significantly larger word Mayo, which
is presented in bold, block letters. The name appears
below an image of a large egg on a brown label that is
wrapped around a transparent container such that the
sandwich spread inside is visible. Id. 9 & Ex. D.

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Because Just Mayo does not contain any


egg ingredients, it is not mayo. As shown at right,
the Just Mayo packaging lists the ingredients as:
Non-GMO Expeller Pressed Canola Oil, Filtered
Water, Lemon Juice, White Vinegar, 2% or less of the following: Organic Sugar, Salt,
Pea Protein, Spices, Modified Food Starch, Beta-Carotene. In some versions of the
product, a preservative is added to render the product shelf-stable. Id. 10 & Ex. E.
Hampton Creek concedes that its product does not contain egg, with a small disclaimer
Egg Free that appears on the left side of the label. Id. 11.
Hampton Creek also sells flavored sandwich spreads that include the name Just
Mayo with a term describing added flavors, including Just Mayo Chipotle, Just Mayo
Garlic, and Just Mayo Sriracha. As shown below, the labeling for these flavored Just
Mayo sandwich spreads is nearly identical to the labeling for the unflavored Just Mayo
spread, except the name of the flavor appears below the words Just Mayo. As with
unflavored Just Mayo, none of the flavored Just Mayo spreads contain any egg

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ingredients, despite the prominent image of the egg on the label. On the flavored
products, the disclaimer Egg Free appears in small letters only on the back label of the
product. Id. 12.
In addition to falsely naming its vegan sandwich spread mayo, Hampton Creek
has explicitly and falsely referred to Just Mayo as mayo and mayonnaise in
advertisements:

As shown immediately below, on its website, Hampton Creek has stated:


Just Mayo is an outrageously delicious mayonnaise . . . (emphasis
added). More recently, in an apparently acknowledgement that the
product is not mayonnaise, Hampton Creek as removed the word
mayonnaise from this page of its website (see second image below).
Id. 13 & Ex.G.

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As shown below, on its website, Hampton Creek is currently stating that


Just Mayo is [c]reamy rich mayo for any sandwich, anytime. Id. 13 &
Ex. H (emphasis added).

On its Facebook page, Hampton Creek states that it is the #1 selling


mayo at Whole Foods Market! Id. 13 & Ex. I (emphasis added).

Hampton Creeks conduct is particularly deceptive because Just Mayo does not
perform like real mayonnaise. Real mayonnaise is used by home and professional chefs
alike as an essential ingredient in many recipes, including as an ingredient that binds
together other ingredients. Because Just Mayo lacks the ingredients of real mayonnaise,
it can separate into its constituent parts when it is heated and fail to bind together
ingredients. Id. 15. By calling itself mayo and failing to perform like mayonnaise,
Just Mayo deceives consumers who may attribute the failed performance to all

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mayonnaise products. Hampton Creeks false advertising thus damages the entire
product category, which, as discussed above, has strived for decades to protect a
consistent definition of mayonnaise that fits with consumer expectations. Id. 6, 16.
Consumers deceived into believing Just Mayo is real mayonnaise and who are
subsequently disappointed by its failure to perform adequately will falsely believe those
sub-standard characteristics are common to mayonnaise generally, including Unilevers
Best Foods and Hellmanns brands. Id. 21.
Hampton Creek is well aware of the consumer confusion its false advertising
causes. In a video interview that was posted to YouTube on November 4, 2014,
Hampton Creeks CEO, Josh Tetrick, stated that most consumers do not know that,
when they buy Just Mayo, they are getting a product that is different than real
mayonnaise. Id. 18 & Ex. M.
Deceiving consumers into believing that Just Mayo is real mayonnaise is part and
parcel of Hampton Creeks business strategy. During the same November 2014
interview, Mr. Tetrick explained why Hampton Creek wants its Just Mayo product to be
understood as mayonnaise rather than as a mayonnaise substitute:
Focusing on substitute and focusing on alternatives is a recipe for
loserdom for us. Its a recipe for being a niche company. Its a recipe for
lots of folks who are in the natural world to sort of give us a big round of
applause and a recipe for someone in Birmingham, Alabama to ignore us
completely. And thats something we dont want. So, were trying to
focus more on not the alternative, but the only thing i.e., not
substitute mayo, but just mayo.
Id. 19. In another recent interview this time, with Stuart Varney of Fox Business
News Mr. Tetrick was asked directly why Hampton Creek avoids truthfully calling its

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product vegan. Mr. Tetrick explained that calling the product vegan mayo would not
be too effective because Hampton Creek is all about making the thing accessible,
including to shoppers who are not looking for a vegan product. Id. 20 & Ex. N. The
clear implication is that a truthful label accurately describing Just Mayo as a vegan
substitute for mayonnaise would undermine Hampton Creeks business strategy.
Hampton Creek does not want its customers to know that Just Mayo is a vegan mayo
substitute; rather, it wants its customers to think that it is just regular mayo.
IV.

Harm to Unilever and Unilevers Efforts to Resolve the Dispute


Unilever has given Hampton Creek ample notice of its complaints regarding the

Just Mayo name, packaging and advertising. In March 2014, shortly after it first learned
about Just Mayo, Unilever contacted Hampton Creek to demand that Hampton Creek
correct its false and misleading labeling and advertising for Just Mayo. The primary
concern that Unilever expressed was Hampton Creeks deceptive use of the name Just
Mayo. Id. 23.
Since then, the parties have exchanged a number of letters the most recent of
which were dated October 31, 2014 and November 4, 2014 and Unilever has continued
to explain its concerns regarding the name Just Mayo. In the October 31st letter,
Unilever also put Hampton Creek on express notice that Unilever would seek a
preliminary injunction if Hampton Creek continued its use of the Just Mayo name.
Despite Unilevers efforts to convince Hampton Creek to correct its false and misleading
labeling and advertising, Hampton Creek refused to do so. Id. 24.

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Furthermore, developments since March 2014 have exacerbated the harm to


Unilever. When Just Mayo initially was introduced, it was sold in specialty markets, like
Whole Foods, that do not carry any of Unilevers brands. It also had a limited test in
Costco wholesale club. Because the Just Mayo product sold at Whole Foods lacked a
preservative and therefore was not shelf stable, it was stocked in those stores in the
refrigerated foods section, often next to other imitation mayonnaise products such as
Vegenaise. Id. 25.
In April 2014, mainstream supermarkets that carry the Best Foods and
Hellmanns brands, like Safeway, began carrying Just Mayo in a shelf-stable version.
In at least some of these stores, Just Mayo began to compete directly with Best Foods
and Hellmanns for shelf space. Several months later, Unilever learned Just Mayo
would be carried by Walmart nationally in a shelf-stable version, which also would
directly compete for shelf space with Best Foods and Hellmanns mayonnaise.
Id. 26.
Just Mayo is already impacting sales of Best Foods and Hellmanns
mayonnaise. Data obtained from a leading supermarket chain, for example, shows that
more than half of Just Mayo purchasers who had previously purchased real mayonnaise
had switched from the Best Foods or Hellmanns brands. As Just Mayo gains greater
penetration in the market, harms in the form of lost sales are bound to increase. If Just
Mayo is not enjoined, it will win some consumers brand loyalty based on false pretenses,
and will irreparably harm Unilever in a way that is enormously difficult to quantify.
Id. 28.

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ARGUMENT
I.

The Standard for Relief


To obtain a preliminary injunction, a plaintiff must establish (1) a likelihood of

success on the merits; (2) irreparable harm; (3) a balance of equities in favor of the
plaintiff; and (4) that the public interest favors an injunction. Ferring Pharm., Inc. v.
Watson Pharm., Inc., 765 F.3d 205, 210 (3d Cir. 2014); Novartis Consumer Health, Inc.
v. Johnson & Johnson-Merck Consumer Pharm. Co., 290 F.3d 578, 586 (3d Cir. 2002).
As explained below, Unilever satisfies these elements and is thus entitled to a preliminary
injunction.
II.

Unilever Is Likely to Succeed on the Merits of its False Advertising Claim.


Section 43(a) of the Lanham Act makes actionable:
any . . . false or misleading description of fact, or false or misleading
representation of fact, which . . . in commercial advertising or promotion,
misrepresents the nature, characteristics, qualities, or geographic origin of
his or her or another persons goods, services or commercial activities.

15 U.S.C. 1125(a). That language also prohibits false statements embodied in the name
of a product. See Novartis, 290 F.3d at 599-600 (Mylanta Night Time Strength name
for antacid enjoined as false because it was not specifically formulated for night time
heartburn and did not remedy heartburn more effectively at night than during the
daytime); Warner-Lambert Co. v. BreathAsure, Inc., 204 F.3d 87, 96-97 (3d Cir. 2000)
(name BreathAsure for product that did not assure against bad breath was literally
false). Where a product name either literally states a false claim, or necessarily implies a
false claim, no evidence of consumer confusion is required to demonstrate that

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Section 43(a) has been violated. Novartis, 290 F.3d at 586-87. As discussed in detail
below, the Just Mayo name and labeling are literally false. Further, although consumer
perception evidence is not required in these circumstances, a well-designed consumer
perception study shows that confusion is rampant, thus confirming the need for injunctive
relief to protect consumers against further deception.
A.

The Just Mayo Name is Literally False

Just Mayo is literally false because it literally means that the product is just
exactly, precisely, only, simply1 mayonnaise. Just Mayo, however, is not
exactly, precisely, only, or simply mayonnaise. Most significantly, it has no
eggs, which is a necessary ingredient in real mayonnaise. Instead, it is an entirely vegan
product. It is, therefore, expressly false for Hampton Creek to use the name Just
Mayo. See Novartis, 290 F.3d at 590 (finding Mylanta Night Time Strength name for
antacid literally false where product was not specifically formulated for night time
heartburn and did not remedy heartburn more effectively at night than during the
daytime); BreathAsure, Inc., 204 F.3d at 96-97 (finding BreathAsure name literally
false where product did not promote fresh breath); Merck Eprova AG v. Gnosis S.P.A.,
760 F.3d 247, 256 (2d Cir. 2014) (defendants use of the common name for a pure dietary
ingredient in product specification sheets, brochures, and product data sheets was literally
false where defendant was actually selling a mixed product); Johnson & Johnson v.

Merriam Webster Online Dictionary, available at http://www.merriam-webster.com/


(definition for just).

13

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GAC Intl, Inc., 862 F.2d 975 (2d Cir. 1988) (naming orthodontic brace polysapphire,
in light of consumer demand for competitors sapphire-containing bracket, was false and
misleading where product was not made of sapphire); Contl Wax Corp. v. Fed. Trade
Commn, 330 F.2d 475, 477 (2d Cir. 1964) (requiring company to remove designation
Six Month from name of floor wax because product name conveyed false impression
that [the] product would last and be effective for six months); Kraft Gen. Foods, Inc. v.
Del Monte Corp., 28 U.S.P.Q.2d 1457, 1460 (S.D.N.Y. 1993) (enjoining use of Gelatin
Snacks as name of product where product contained gelatin-like ingredient derived from
seaweed, rather than real gelatin from animal products).2
B.

Survey Evidence Demonstrates That The Name Just Mayo Is


Misleading.

Given that the Just Mayo name is literally false, Unilever does not need any
further evidence that the name is deceiving consumers. Novartis, 290 F.3d at 586-87.
Nevertheless, to measure scientifically the extent to which consumers are likely to be

That the Just Mayo label discloses that it is egg free cannot dispel the literal falsity
that Just Mayo is exactly (or simply) mayo. Because consumers have little reason
to question an apparently unambiguous statement, courts routinely reject similar
attempts to correct literally false statements in advertising with an inadequate or
inconspicuous disclaimer. See, e.g., Bracco Diagnostics, Inc. v. Amersham Health,
Inc., 627 F. Supp. 2d 384, 464 (D.N.J. 2009) (disclaimer that purports to change the
apparent meaning of the claims and render them literally truthful, but which is so
inconspicuously located or in such fine print that readers tend to overlook it, will not
remedy the misleading nature of the claims (citation omitted)); Smithkline Beecham
Consumer Healthcare, L.P. v. Johnson & Johnson-Merck Consumer Pharm. Co.,
906 F. Supp. 178, 182 (S.D.N.Y. 1995) (same), affd, 100 F.3d 943 (2d Cir. 1996);
Am. Home Prods. Corp. v. Johnson & Johnson, 654 F. Supp. 568, 590 (S.D.N.Y.
1987) (same).

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confused into believing the Just Mayo is real mayonnaise, Unilever engaged Dr. Michael
Mazis, a leading consumer perception survey expert who has done similar survey work
for the Federal Trade Commission. Dr. Mazis conducted a survey in which he showed
consumers images of the Just Mayo label and product and asked them how they would
describe the product. 53.7% of those consumers gave a response indicating that they
mistakenly believed Just Mayo is mayonnaise. Declaration of Michael Mazis (November
7, 2014) (Mazis Decl.) 4.
In order to determine how much of that confusion was attributable to the use of
the word mayo and/or the failure to clearly communicate that the product is not really
mayonnaise, Dr. Mazis showed two alternative labels to other groups of consumers. One
label used the name Just Delicious Dressing instead of Just Mayo, but was otherwise
identical to the Just Mayo label; the other changed the name from Just Mayo to Not Quite
Mayo. Only 10.2% of the consumers who saw the Just Delicious Dressing label
mistakenly believed that it was mayonnaise, and only 5.8% of the consumers who saw
the Not Quite Mayo label mistakenly believed that it was real mayonnaise. Id. 4, 5, 6.
Even if these percentages are subtracted from the results as a measure of survey noise,
it remains the case that more than 40 percent of all respondents in the surveys, net of
noise, are deceived into believing that Just Mayo is mayonnaise. Id. 25.; see, e.g.,
Novartis, 209 F.3d at 591 n.7 (netting out . . . noise to calculate level of confusion);
see generally Shari Seidman Diamond, Control Foundations: Rationales and
Approaches, in TRADEMARK AND DECEPTIVE ADVERTISING SURVEYS, 201, 201-16 (Shari
Seidman Diamond and Jerre B. Swann eds. 2012). This level of confusion is well above

15

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the minimum confusion levels required to support findings of implied falsity in violation
of the Lanham Act. See, e.g., Novartis, 290 F.3d at 594 (15% confusion is sufficient to
establish the actual deception or at least a tendency to deceive a substantial portion of the
intended audience (citation and internal quotation marks omitted)); Church & Dwight
Co. v. S.C. Johnson & Son, Inc., 873 F. Supp. 893, 911 (D.N.J. 1994) ([c]ourts have
found survey figures to be sufficient when they revealed that 21 percent to 34 percent,
over 25 percent, and 33 percent of respondents received a misleading message from the
ad (citation omitted) (alteration in original)); McNeilab, Inc. v. Am. Home Prods. Corp.,
501 F. Supp. 517, 525, 527 (S.D.N.Y. 1980) (23% confusion provides ample support
for Lanham Act claim); see also Goya Foods, Inc. v. Condal Distribs., Inc., 732 F. Supp.
453, 457 n.7 (S.D.N.Y. 1990) (expert witness opinion that any figure greater than 7
percent is meaningful is supported by the relevant case law; 8-9% confusion sufficient
in Lanham Act case).3
The numbers alone do not tell the entire story. When consumers verbatim
responses in the survey are reviewed, it is apparent that the deception is being caused by
the Just Mayo name and packaging, and not other aspects such as the look of the product
3

Dr. Mazis tested a third modified label, in which he added the word dressing to the
Just Mayo name, to test whether the addition of that word to the name Just Mayo
would correct the misimpression communicated by the name. He found that, even
with the addition of the word dressing, more than 40 percent of consumers were
deceived into believing that the Just Mayo product was real mayonnaise. Mazis
Decl. 4, 26. Dr. Mazis is in the process of testing a fourth alternative Just
Dressing as a formal control cell; he will report the results of that cell in a
supplemental declaration that Unilever intends to submit with its reply papers.
Mazis Decl. at 27.

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or the shape of the jar. For example, in response to questions asking consumers to
describe the product that they just saw, respondents gave answers like the following:

all natural mayo (Panel ID 12780242)

Mayonayse [sic] (Panel ID 14169732)

Just plain mayonnaise nothing fancy in the label. (Panel ID 15537385)

A jar of mayonnaise with a brown wrapper from Hampton Farms.


(Panel ID 4188061)

Mazis Decl. Ex. E. These and many similar responses show that many consumers
understand the product to be actual mayonnaise rather than an imitation, non-mayonnaise
sandwich spread. Further, when respondents were asked why they thought Just Mayo
was mayonnaise, they provided reasons that explicitly indicated that their confusion
stemmed from the name Just Mayo that appeared on the label:

The jar said mayo. (Panel ID 14410408)

The label said so. (Panel ID 13182998)

Thats what the label said. (Panel ID 10136314)

The name Just Mayo makes me think that it is real mayo. (Panel ID
149708224)

Id.
Focus group research conducted by Unilever confirms this confusion. Consumers
who participated in a recent focus group were shown a jar of Just Mayo and were asked
their reactions to the product. The consumers mistakenly believed that it was real,
egg-containing mayonnaise until they carefully scrutinized the label and discovered that
it does not contain eggs. After making that discovery, one of the consumers stated: Its

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not Just Mayo, its a lie. Yokoi Decl. 17. The results of Dr. Mazis survey and
Unilevers focus group research show that a significant number of consumers understand
the Just Mayo name and labeling to convey the false message that Hampton Creeks
vegan sandwich spread is real mayonnaise.
The high level of consumer confusion demonstrated by Unilevers consumer
perception study and focus group further underscore the necessity of preliminary
injunctive relief in order to prevent continued widespread consumer deception. That
confusion should hardly come as a surprise to Hampton Creek, whose CEO has publicly
admitted that most consumers are confused, and do not realize that Just Mayo is
different from regular mayo. See id. 18 & Ex. M. Where, as here, an advertiser
engages in a deliberate strategy to deceive consumers, the conclusion that consumers
actually are deceived follows as a matter of course. See 5 J. Thomas McCarthy,
MCCARTHY ON TRADEMARKS AND UNFAIR COMPETITION 27:51 at 27-122 (2014); see
also Bracco, 627 F. Supp. 2d at 477.
III.

Unilever Will Suffer Irreparable Harm in the Absence of a Preliminary


Injunction.
To demonstrate irreparable harm in a Lanham Act case, a party must show two

things: (i) that the parties are competitors in the relevant market, and (ii) that there is a
logical causal connection between the alleged false advertising and its own sales
position. Reckitt Benckiser Inc. v. Motomco Ltd., 760 F. Supp. 2d 446, 454 (S.D.N.Y.
2011) (citation and internal quotation marks omitted).

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Hampton Creek and Unilever are direct competitors in the market for sandwich
spreads, and Hampton Creeks false advertising has already had a negative effect on the
market share enjoyed by Unilever. For example, data obtained from a leading
supermarket chain shows that more than half of Just Mayo purchasers who had
previously purchased real mayonnaise had switched from the Best Foods and
Hellmanns brands.4 See Novartis, 290 F.3d at 595-96 (decrease in sales and loss of
market share constitute irreparable harm).
Because Just Mayo is the name of Hampton Creeks product, there is no doubt
that consumers are exposed to this falsehood at the point of purchase. Although
advertising, including false advertising, impacts consumer decision-making, the effect of
the advertising itself is enormously difficult to quantify because so many other factors
impact consumer purchases. Every day that Just Mayo remains on the shelves, and each
additional dissemination of the falsehoods in Hampton Creeks advertisements, exposes
millions of consumers to Hampton Creeks deceptions and necessarily harms Unilever in
a manner that is enormously difficult to quantify. Yokoi Decl. 27. The inability to
quantify harm is itself a form of irreparable harm. See WPIX, Inc. v. ivi, Inc., 765 F.
Supp. 2d 594, 618 (S.D.N.Y. 2011) (These losses are notoriously difficult to prove and
4

The actual data is highly confidential and, under Unilevers agreement with the
supermarket chain at issue, can only be shared on a confidential basis, under seal.
Unilever will work with Hampton Creek to submit a proposed protective order to the
Court, and as soon as the protective order is in place, upon receipt of a document
request from Hampton Creek, Unilever will make the underlying information
available to Hampton Creek and will file a declaration under seal to provide this
information to the Court. Yokoi Decl. 28.

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nearly impossible to quantify, and accordingly are considered irreparable. (citation


omitted)), affd, 691 F.3d 275 (2d Cir. 2012).
In addition, Unilever has invested significant resources to educate consumers that
real mayonnaise can be used not only as a spread on sandwiches, but also in recipes
where it is heated. For example, one of the signature recipes associated with the
Hellmanns brand is Parmesan Crusted Chicken, but when that recipe is made with Just
Mayo, the Hampton Creek product separates and fails to provide the coating that real
mayonnaise would provide. Yokoi Decl. 15 & Ex. L. Consumers who are deceived into
believing Just Mayo is real mayonnaise and who are subsequently disappointed by its
failure to perform adequately when heated will falsely believe those sub-standard
characteristics are common to mayonnaise generally, including Unilevers Best Foods
and Hellmanns brands. Id. 21.
IV.

The Balance of Equities Favors an Injunction.


Because Unilever will suffer irreparable injury absent an injunction, the Court

need only consider whether an injunction would unduly harm Hampton Creek. See
Opticians Assn of Am. v. Indep. Opticians of Am., 920 F.2d 187, 197 (3d Cir. 1990);
Church & Dwight Co., 873 F. Supp. at 912. The self-inflicted nature of any harm to
Hampton Creek weighs in favor of injunctive relief. Hampton Creek cannot complain
about the harm to it that will ensue if it is ordered to stop its false and misleading conduct
because the benefits it is receiving from deceiving customers through the Just Mayo
name and advertising are illegitimate and not legally cognizable. See Novartis, 290 F.3d
at 596 (the injury a defendant might suffer if an injunction were imposed may be

20

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discounted by the fact that the defendant brought that injury upon itself); Opticians
Assn, 920 F.2d at 197; see also Pappan Enters., Inc. v. Hardees Food Sys., Inc., 143
F.3d 800, 806 (3d Cir. 1998) (applying self-inflicted injury rule in trademark case);
Value Group, Inc. v. Mendham Lake Est., L.P., 800 F. Supp. 1228, 1234 (D.N.J. 1992)
(applying rule in copyright case).
V.

The Public Interest Favors an Injunction


[T]here is a strong public interest in the prevention of misleading

advertisements. Novartis, 290 F.3d at 597 (citation and quotation marks omitted);
GlaxoSmithKline Consumer Healthcare v. Merix Pharm. Corp., No. Civ. 05-898(DRD),
2005 WL 2230318, at *12 (D.N.J. Sept. 13, 2005) (There is an obvious public interest in
preventing misleading advertisements. . . .). As discussed above, Hampton Creeks
misleading name falsely states that its vegan sandwich spread is mayonnaise, when, in
fact, it is not. This false advertising deceives consumers, and damages the entire product
category, which has strived for decades to protect a consistent definition of mayonnaise
that fits with consumer expectations. Yokoi Decl. 16. Because Just Mayo is just not
mayonnaise and does not fit with the expectations of mayonnaise, it is in the public
interest to eliminate Hampton Creeks false and deceptive claims. Moreover, the strength
of Unilevers showing above that there is a likelihood that Unilever will succeed on the
merits means that Unilevers burden on this factor is lessened. See AT&T Co. v.
Winback and Conserve Program Inc., 42 F.3d 1421, 1427 n.8 (3d Cir. 1994) (As a
practical matter, if a plaintiff demonstrates both a likelihood of success on the merits and

21

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irreparable injury, it almost always will be the case that the public interest will favor the
plaintiff.).
VI.

Unilever Also Is Entitled to Preliminary Relief Under the New Jersey


Consumer Fraud Act.
Unilever also is entitled to a preliminary injunction because of Hampton Creeks

violation of the New Jersey Consumer Fraud Act (NJCFA), N.J.S.A. 56:8-1 et seq.
The NJCFA is a broad consumer protection measure enacted to eliminat[e] sharp
practices and dealings in the marketing of merchandise. Channel Cos. v. Britton, 167
N.J. Super. 417, 418, 400 A.2d 1221 (App. Div. 1979). As such, it prohibits
[t]he act, use or employment by any person of any unconscionable
commercial practice, deception, fraud, false pretense, false promise,
misrepresentation, or the knowing, concealment, suppression, or omission
of any material fact with intent that others rely upon such concealment,
suppression or omission, in connection with the sale or advertisement of
any merchandise, . . or with the subsequent performance of such person as
aforesaid, whether or not any person has in fact been mislead, deceived or
damaged thereby . . . .
N.J.S.A. 56:8-2. Competitors have standing to bring claims for false advertising under
the statute. See Feiler v. New Jersey Dental Assn, 467 A.2d 276, 279 (N.J. Super. Ct.
Ch. Div. 1983).
The same operative facts that establish a violation of Section 43(a) of the Lanham
Act also establish a violation of the NJCFA. See Coach, Inc. v. Paulas Store Sportswear
LLC, Civil Action No. 133263 (SRC), 2014 WL 347893, at *3 (D.N.J. Jan. 31, 2014).
Because Unilever has demonstrated that the labeling and advertising for Just Mayo is
false, it has made the required showing under the NJCFA as well.

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CONCLUSION
For the reasons set forth above, Unilever respectfully requests that this Court
immediately enjoin Hampton Creek from using the name Just Mayo and from further
disseminating the false claims in its advertising for Just Mayo.
Dated: New York, New York
November 7, 2014
DEBEVOISE & PLIMPTON LLP

By: /s/ Michael Potenza


Bruce P. Keller (bpkeller@debevoise.com)
David H. Bernstein (dhbernstein@debevoise.com)*
Michael Potenza (mpotenza@debevoise.com)
Jared I. Kagan (jikagan@debevoise.com)*
919 Third Avenue
New York, New York 10022
(212) 909-6696
Attorneys for Plaintiff Conopco, Inc. dba Unilever
*admitted pro hac vice

23

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Bruce P. Keller (bpkeller@debevoise.com)


David H. Bernstein (dhbernstein@debevoise.com)*
Michael Potenza (mpotenza@debevoise.com)
Jared I. Kagan (jikagan@debevoise.com)*
DEBEVOISE & PLIMPTON LLP
919 Third Avenue
New York, New York 10022
(212) 909-6000
Attorneys for Conopco, Inc.
*admitted pro hac vice
UNITED STATES DISTRICT COURT
DISTRICT OF NEW JERSEY
----------------------------------------------------------------------- x
CONOPCO, INC., doing business as UNILEVER,
:
:
Plaintiff,
:
:
-against: 14 Civ. 06856 (WHW)(CLW)
:
DECLARATION OF
HAMPTON CREEK, INC.,
:
MICHAEL MAZIS
:
Defendant.
:
----------------------------------------------------------------------- x

I, Michael Mazis, declare as follows:


1.

I submit this declaration on personal knowledge in support of Unilevers

application for a preliminary injunction against Hampton Creek, Inc. (Hampton Creek).
2.

I am Professor Emeritus of Marketing at American Universitys Kogod

School of Business and have conducted marketing research surveys for over 30 years. I
was a faculty member at American University for 28 years, and I served over 10 years as
chair of the marketing department. I have taught courses in consumer behavior,

Case 2:14-cv-06856-WHW-CLW Document 10-1 Filed 11/07/14 Page 2 of 14 PageID: 70

marketing research, marketing principles, marketing management, and marketing and


public policy. I have testified in Federal Court many times as an expert on consumer
perception of advertising and product labels, including on behalf of the Federal Trade
Commission. Additional information about my professional background is provided
below at 29-30, and in my resume, which is attached as Exhibit A hereto. A list of the
cases in which I have testified in the last four years is attached as Exhibit B hereto.
NATURE OF RETENTION AND SUMMARY OF CONCLUSIONS
3.

I was engaged by counsel for Unilever, the manufacturer of Hellmanns

and Best Foods mayonnaise, to conduct a survey among purchasers of mayonnaise,


mayonnaise dressing, or imitation mayonnaise. The purpose of the research was to
determine consumers perceptions of Just Mayo, a product distributed by Hampton Creek
Foods, Inc. As I understand it, because Just Mayo is egg-free, it cannot be called
mayonnaise under the Food and Drug Administrations standard of identity for
mayonnaise, which specifies that egg yolks are a necessary ingredient of mayonnaise.
Accordingly, I was asked to investigate whether consumers perceive Just Mayo as real
mayonnaise, as a spread or dressing that resembles mayonnaise but is not real
mayonnaise, or as something else.
4.

To determine whether consumers mistakenly believe that Just Mayo is

mayonnaise, I designed and conducted a survey. The findings of the survey, described
herein, demonstrate that an overwhelming majority (53.7%) of the respondents who saw
the Just Mayo label and product mistakenly perceive the product to be real mayonnaise.

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Adding the word Dressing to the Just Mayo label (Just Mayo Dressing) only
marginally diminishes, but does not eliminate, the propensity of consumers to identify
Just Mayo as real mayonnaise (41.5%). Therefore, to determine how much of the
confusion was attributable to the use of the word mayo and/or by the use of the word
just which fails to explain that the product is not real mayonnaise, I tested two
additional labels. One label used the name Just Delicious Dressing instead of Just
Mayo (replacing the alleged false use of the term Mayo), but was otherwise identical to
the Just Mayo label. The other label prominently changed the name from Just Mayo to
NOT QUITE MAYO (replacing the alleged false use of the term Just).
5.

Only 5.8% of the consumers who saw the NOT QUITE MAYO label

mistakenly believed that it was real mayonnaise. Subtracting the 5.8% from this group
who said the product was real mayonnaise from the 53.7% in the group who viewed the
Just Mayo label and selected this answer, yields 47.9% who identified Just Mayo as real
mayonnaise.1
6.

Only 10.2% of the consumers who saw the Just Delicious Dressing label

mistakenly believed that it was real mayonnaise. Subtracting the 10.2% from this
group who said the product was real mayonnaise from the 53.7% in the group who
viewed the Just Mayo label and selected this answer, yields 43.5% who identified Just
Mayo as real mayonnaise.
1

It is well accepted in the survey field that the gross level of confusion in a test cell
should be adjusted to reflect mis-measurement error, or noise, much like a
pharmaceutical trial accounts for noise through a placebo test.

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7.

The difference of 43.5% to 47.9% between confusion in the group that

was shown the Just Mayo label and the groups that were shown the Just Delicious
Dressing label (i.e., no mayo) and the Not Quite Mayo label (i.e., no just)
demonstrates that a very substantial percentage of consumers (more than 40 percent) are
confused by the name Just Mayo.
CONSUMER SURVEY
Data Collection and Universe
8.

I designed an online survey to determine whether consumers who

purchase mayonnaise, mayonnaise dressing, or imitation mayonnaise believe that Just


Mayo is real mayonnaise or some other type of spread or dressing. Decision Analyst, a
national marketing research firm based in Arlington, Texas was responsible for providing
the sample, hosting the survey, and collecting data for the research. In addition, under
my direction, Decision Analyst tabulated the data.
9.

Data for the survey were collected from August 13, 2014 to August 20,

2014. Decision Analyst used its American Consumer Opinion (ACO) panel to
complete the study. The ACO panel is a worldwide, online panel managed by
Decision Analyst; it reaches more than eight million consumers in the United States and
overseas.
10.

A total of 822 consumers participated in the research; all were adults 18

years of age or older and residents of the United States. In addition, all respondents had

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purchased mayonnaise, mayonnaise dressing, or imitation mayonnaise in the past six


months and also planned to purchase these products in the next six months.
Study Design
11.

The survey was comprised of two sections: a Screener designed to identify

consumers who qualified for the research based on purchase behavior and other criteria;
and a Main Questionnaire designed to assess perceptions of the product based on viewing
an image of the bottle and the product label.
12.

Respondents were assigned randomly to one of four groups: a group in

which respondents viewed the Just Mayo label and product and three additional groups
that saw images of the product with a modified label. Modifications involved:

Adding the word Dressing to the Just Mayo product label to assess whether
including this term materially altered consumers perceptions.

Changing the product name to Not Quite Mayo to assess the impact of a more
accurate product name on consumers perceptions that does not include the
allegedly false word Just (which means exactly or simply).

Changing the product name to Just Delicious Dressing to gauge how removing
the word Mayo and substituting another phrase (Delicious Dressing) in the
product name affected consumer perceptions.

Each respondent viewed only one image of the bottle and product label.
Screener Questions
13.

The survey was distributed to members of an online panel that had agreed

to be available to take internet-based surveys. The first three screener questions were
designed to ensure that the individual taking the survey was, indeed, the panel member.
If the participants responses were not consistent with the panel database, the participant
was not permitted to continue with the survey. These initial questions asked for the

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respondents gender, state of residence and year of birth. A PDF version of the
programmed Screen and Main Questionnaire is attached as Exhibit C.
14.

The next screener question was designed to eliminate respondents who

either worked in, or had a household member working in, an industry that might have
some specialized knowledge about the issues tested in the survey, such as marketing
research, advertising, or a company that manufactured, distributed, or sold food products.
This is done to allow the survey to focus on actual consumers.
15.

Next, respondents were asked:

Please review the list below and indicate if you have purchased any of the
following products in the past 6 months or expect to make such a purchase in the
next 6 months?

Ketchup or catsup
Mayonnaise, mayonnaise dressing, or imitation mayonnaise
Yellow mustard or brown mustard
Peanut butter or hazelnut spread
Horseradish or hollandaise sauce
None of these

This step was taken to disguise the purpose of the research and ensure respondents were
purchasers of the product category of interest. To qualify, respondents had to have
purchased mayonnaise, mayonnaise dressing, or imitation mayonnaise in the past six
months and had to have expected to make another purchase of one of these products in
the next six months.
16.

Respondents were then asked whether they needed corrective eyewear; if

so, they were instructed to wear their corrective eyewear for the duration of the survey.
Those who refused were not permitted to continue taking the survey. Finally,

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respondents were instructed to take the survey in one sitting and not to confer with
anyone else or view any other materials while completing the survey. Again, refusal to
agree to this condition was grounds for elimination from the survey.
Main Questionnaire
17.

Before answering questions about the various product labels, all survey

respondents were presented with:

A 360 degree image of the product that they could turn to view the entire bottle.
In addition, they could use a magnifier to hone in on any section of the 3D image
and enlarge that section of the image.

A 2-dimensional, enlarged version of the product label to facilitate reading the


printed label.
18.

Throughout the survey, respondents were allowed to refer back to the

2-dimensional product label, to answer the remaining survey questions. Copies of the
four labels that were used are provided on the following page and are included in Exhibit
D.

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Just Mayo Label

Not Quite Mayo Label

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Just Delicious Dressing Label

Just Mayo Dressing Label

19.

The first open-ended question asked How would you describe the product

you just saw? Please be as detailed as possible. A follow-up, open-ended question asked
if respondents had anything to add to their initial description of the product.
20.

The next question was closed-ended and central to the research issue. It

was:

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Which of the following phrases best describes the product you just viewed?

Real mayonnaise
A spread or dressing that resembles mayonnaise but is not real
mayonnaise
Tartar sauce
White horseradish sauce
Hollandaise sauce
Something else
I dont know

To avoid order bias, the first five response options were presented in random order.
21.

The final question asked why the respondent selected a specific response

to the previous closed-ended question.


FINDINGS
Product Perception (Closed-Ended Question)
22.

The operative question was closed-ended and, as noted above, pointedly

asked respondents to select the phrase that best described the product they had seen.
Which of the following phrases best describes the product you just viewed?

23.

Real mayonnaise
A spread or dressing that resembles mayonnaise but is not real
mayonnaise
Tartar sauce
White horseradish sauce
Hollandaise sauce
Something else
I dont know
Respondents who viewed Hampton Creeks Just Mayo product were

significantly more likely than those who saw the Just Delicious Dressing and Not
Quite Mayo labels to say it was real mayonnaise. As shown in the table below, over

10

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half (53.7%) the respondents who viewed the Just Mayo product, offered this response.
The full data set that includes the results from the survey is provided as Exhibit E.
Q4. Phrase That Best Describes Product Viewed

Real mayonnaise
A spread or dressing that resembles
mayonnaise but is not real
mayonnaise
Tartar sauce
Horseradish sauce
Hollandaise sauce
Something else
I don't know
n= (total 822)

24.

Just
Mayo
53.7%

Just
Delicious
Dressing
10.2%

Not
Quite
Mayo
5.8%

Just
Mayo
Dressing
41.5%

45.9%

81.6%

90.3%

57.6%

0.0%
0.0%
0.0%
0.0%
0.5%
205

1.0%
0.5%
0.0%
5.3%
1.5%
206

0.0%
0.0%
0.0%
3.4%
0.5%
206

0.0%
0.0%
0.0%
0.5%
0.5%
205

Respondents who saw the product name, Not Quite Mayo, were least

likely to say the item was real mayonnaise only 5.8% selected this response. Nine in
ten respondents who viewed this label (90.3%) indicated the best description was a
spread or dressing that resembles mayonnaise but is not real mayonnaise, showing that a
prominent disclaimer that the product is not quite, rather than just, can be effective at
communicating to consumers the truthful nature of the product.
25.

The 5.8% who viewed the Not Quite Mayo label and who said the product

was real mayonnaise may be considered noise or guessing. Even when people were
told the product was not quite mayonnaise, a certain percentage (5.8%) still responded
that it was real mayonnaise, indicating that they were not as attentive as other
respondents to the name on the product label. Subtracting the 5.8% from this group who

11

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said the product was real mayonnaise from the 53.7% in the group who viewed the Just
Mayo label and selected this answer, yields 47.9% who identified Just Mayo as real
mayonnaise, after adjusting for noise or guessing attributable to the use of the word
just instead of not quite.
26.

The Just Mayo Dressing label tested whether adding the word Dressing

to Just Mayo would affect consumers perceptions of the product. That addition
marginally diminishes, but does not eliminate, the propensity of consumers to identify
Just Mayo as real mayonnaise (41.5%). I, therefore, tested the Just Delicious Dressing
label to determine the effect of completely eliminating the word mayo. In this group,
where Delicious Dressing was substituted for Mayo on the product label (Just
Delicious Dressing), 81.6% of respondents said the product was a spread or dressing
that resembles mayonnaise but is not real mayonnaise and only 10.2% said the product
was real mayonnaise. Subtracting the 10.2% from this group who said the product was
real mayonnaise from the 53.7% in the group who viewed the Just Mayo label and
selected this answer, yields 43.5% who identified Just Mayo as real mayonnaise. Thus,
I conclude removing the word mayo from the product name and replacing it with
Delicious Dressing substantially improves respondents understanding that the product
is a spread or dressing resembling mayo.
27.

To further assess the level of noise or guessing, I am currently testing an

additional label that replaces Just Mayo with Just Dressing, and will include the results
from that testing in a supplemental declaration to be submitted with Unilevers reply
brief.

12

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CONCLUSION
28.

Based on responses to the closed-ended question about the nature of the

product, it is apparent that a majority of consumers (53.7%) who saw the label Just Mayo
mistakenly believed the product was real mayonnaise. Product perception was
substantially altered only when a name was used that more accurately described the
product (Not Quite Mayo) or when the word mayo was changed entirely (Just
Delicious Dressing). In the group that viewed the Not Quite Mayo label, only 5.8% of
respondents said the product was real mayonnaise; among respondents who viewed the
Just Delicious Dressing label, 10.2% offered this response. Subtracting these levels of
confusion from the 53.7% level of confusion in the group that viewed the Just Mayo label
yields a difference of about 43.5% to 47.9%. These differences demonstrate that
consumers are confused by the name Just Mayo.
ADDITIONAL BACKGROUND INFORMATION
29.

I received my B.S. degree in Economics from the University of

Pennsylvania, my M.B.A. degree from New York University, and my Ph.D. degree in
Business Administration from Pennsylvania State University. I was editor of the Journal
of Public Policy & Marketing from 1992 to 1995, and I was Associate Editor of The
Journal of Consumer Affairs from 1998 to 2001.
30.

From 1976-79, I served as an in-house marketing expert at the Food and

Drug Administration (FDA) and at the Federal Trade Commission (FTC), where I
evaluated consumer perception of advertising and product labels and designed and

13

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EXHIBIT A

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June 2014

MICHAEL B. MAZIS

ADDRESS
1111 Locust Street #8H
Philadelphia, PA 19107
(215) 925-1747 (Tel)
(301) 520-6414 (Mobile)
e-mail address: mmazis@american.edu
EDUCATION
B.S. in Economics, June, 1964
University of Pennsylvania, Wharton School
Master of Business Administration (M.B.A.) June 1966
New York University, Graduate School of Business Administration
Ph.D. in Business Administration, December 1971
The Pennsylvania State University
Major Field: Marketing
Minor Fields: Social Psychology/Quantitative Business Analysis

PROFESSIONAL POSITIONS
Professor Emeritus of Marketing, June 2008 to present
Professor of Marketing, August 1981 May 2008
Chair, Department of Marketing, June 1980 - August 1989; May 1998 - May 1999;
September 2004 - August 2006
Associate Professor of Marketing, September 1979 - August 1981
The American University
Kogod School of Business
Washington, D.C.
Chief, Marketing and Consumer Research, July 1977 - August 1979
Office of Policy Planning and Evaluation
Federal Trade Commission
Washington, D.C.

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Resident Consultant, February 1977 - July 1977


Division of National Advertising
Bureau of Consumer Protection
Federal Trade Commission
Washington, D.C.
Economist, June 1976 - February 1977
Division of Drug Advertising
Bureau of Drugs
Food and Drug Administration
Rockville, Maryland
Associate Professor of Marketing, September 1974 - June 1976
Assistant Professor of Marketing, September 1971 - August 1974
University of Florida
Gainesville, Florida
Marketing Research Analyst, September 1965 - August 1968
Warner-Lambert Pharmaceutical Company
Morris Plains, New Jersey

EDITORSHIPS
Editor, Journal of Public Policy & Marketing, 1992-1995.
Michael B. Mazis., ed., Journal of Public Policy & Marketing, Vol. 10 (Number 1, 1991),
special conference issue.
Associate Editor, The Journal of Consumer Affairs, 1998-2001.
Michael B. Mazis, ed., Proceedings of 1982 American Psychological Association Conference,
Division 23 (Consumer Psychology).
Louis Morris, Michael Mazis and Ivan Barofsky, eds., Product Labeling and Health Risks,
Banbury Center, Cold Spring Harbor Laboratory, New York, 1980, 328 pages.

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GRANTS
Michael B. Mazis, Evaluating Health Warning Labels for Alcoholic Beverages, National
Institute on Alcohol Abuse and Alcoholism, September 1989-September 1992 ($700,000) and
grant supplement, 1990-1992 ($65,000).
Michael B. Mazis, Marketing and Public Policy: Issues for the 1990's, American Marketing
Association, to fund workshop in Washington, D.C., August 1990 ($500).

PROFESSIONAL PUBLICATIONS
1. Stephen Miller, Michael B. Mazis and Peter L. Wright, Perceptual Distortion in the
Development of Brand Attitudes: A Cognitive Model, in David L. Sparks (ed.), Broadening
the Concept of Marketing, American Marketing Association, 1970, p. 119 (abstract).
2. Michael B. Mazis and Robert Green, Implementing Social Responsibility, MSU Business
Topics, Vol. 13 (Winter 1971), pp. 68-76 (Reprinted in W. P. Anthony, J.B. Haynes and P. L.
Wilkens (eds.) Social Responsibility of Business, General Learning Press, 1972 and A.B.
Carroll (ed.), Managing Corporate Social Responsibility Little, Brown and Company,
1977).
3. Stephen Miller, Michael B. Mazis, and Peter L. Wright, The Influence of Brand Ambiguity
on Brand Attitude Development, Journal of Marketing Research, Vol. 8 (November 1971),
pp. 447-9.
4. Michael B. Mazis, Decision-Making Role and Information Processing, Journal of
Marketing Research, Vol. 9 (November 1972), pp. 447-9.
5. Michael B. Mazis, and Timothy W. Sweeney, Novelty and Personality with Risk as a
Moderating Variable, in Boris W. Becker and Helmut Becker (eds.) Marketing Education
and the Real World, American Marketing Association, 1972, pp. 406-11.
6. Michael B. Mazis and R. Eugene Klippel, Variable Modular Testing: A New Method for
Increasing Student Motivation and Learning in Large Classes, in Boris W. Becker and
Helmut Becker (eds.), Marketing Education and the Real World, American Marketing
Association, 1972.
7. Michael B. Mazis and Robert B. Settle, Consumer Reaction to Restriction of Choice
Alternatives, in M. Venkatesan (ed.), Proceedings, Third Annual Association for Consumer
Research Conference, 1972, pp. 417-27.

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8. Michael B. Mazis and Marilyn Beutenmuller, Attitudes Toward Women's Liberation


and Perception of Advertisements, in M. Venkatesan (ed.), Proceedings, Third
Annual Association for Consumer Research Conference, 1972, pp. 428-35.
9. Michael B. Mazis, Cognitive Tuning and Receptivity to Novel Information,
Journal of Experimental Social Psychology, Vol. 9 (July 1973), pp. 307-19.
10. Michael B. Mazis, Robert B. Settle and Dennis C. Leslie, Elimination of Phosphate
Detergents and Psychological Reactance, Journal of Marketing Research, Vol. 10
(November 1973), pp. 390-5.
11. Michael B. Mazis, Dan M. Smith and Kenneth C. Cosgrove, The Influence of
Personality, Interviewer Race and Respondent Race on Responses to a RaciallyOriented Questionnaire, in Thomas V. Greer (ed.), Combined Proceedings,
American Marketing Association, 1973, pp. 309-13.
12. Michael B. Mazis and Dan M. Smith, A Comparison of General and Product
Specific Risk Measures in the Prediction of Gasoline Purchases, in Robert L. King
(ed.), Advances in Consumer Proceedings, American Marketing Assoc., 1973, pp.
309-13.
13. Michael B. Mazis and R. Eugene Klippel, Instrumentality Theories and Consumer
Attitudes: Comparing Alternative Models, in Peter L. Wright (ed.), Advances in
Consumer Research, Vol. 1, Association for Consumer Research, 1973, pp. 346-7
(abstract).
14. Michael B. Mazis and John Faricy, Consumer Response to the Meat Boycott, in
Ronald C. Curhan (ed.), Combined Proceedings, American Marketing Association,
1974, pp. 329-33.
15. Michael B. Mazis, Anti-Pollution Measures and Psychological Reactance: A Field
Experiment, Journal of Personality and Social Psychology, Vol. 31 (April 1975),
pp. 654-60. (Abstract published in Psychology Today and Human Behavior;
conducted radio interview on Canadian Broadcasting Corporation's "As It Is"
concerning the article. Reprinted in Exploring Social Psychology: The Readings,
Steve L. Ellyson and Amy Halberstadt, editors, McGraw-Hill, 1994.)
16. Michael B. Mazis, Review of David A. Aaker and George S. Day eds.,
Consumerism: Search for the Consumer Interest, Journal of Marketing, Vol. 39
(April 1975), p. 113.
17. Michael B. Mazis, Olli T. Ahtola and R. Eugene Klippel, A Comparison of Four
Multi-Attribute Models in the Prediction of Consumer Attitudes, Journal of
Consumer Research, Vol. 2 (June 1975), pp. 38-52.

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18. John Faricy and Michael B. Mazis, Personality and Consumer Dissatisfaction: A
Multivariate Approach, in Edward M. Mazze (ed.), Combined Proceedings,
American Marketing Association, 1975, pp. 202-5.
19. Dan M. Smith and Michael B. Mazis, Racial Self-Identification and Self-Concept by
Means of Unobtrusive Measures, The Journal of Social Psychology, Vol. 98
(1976), pp. 221-8.
20. Michael B. Mazis and Janis Adkinson, An Experimental Evaluation of a Proposed
Corrective Advertising Remedy, Journal of Marketing Research, Vol. 13 (May
1976), pp. 178-83 (Reprinted in Richard J. Lutz, editor, Contemporary Perspectives
in Consumer Research, Kent Publishing Company, 1981).
21. Michael B. Mazis and John H. Faricy, Teaching the Consumer Behavior Course: A
Proper Blend of Theory, Applications and Presentation, for Special Education Issue
of Marketing News (July 30, 1976).
22. Joel B. Cohen, Olli T. Ahtola, Michael B. Mazis and Lawrence J. Severy, Extended
Expectancy-Value Approach to Contraceptive Alternatives in Proceedings of the
84th Annual American Psychological Association Convention, American
Psychological Association, 1976 (abstract).
23. Peter H. Rheinstein and Michael B. Mazis, Regulation of OTC Advertising: The
FDA 'Prescription', Journal of the American Pharmaceutical Association, Vol. 16
(September 1976), pp. 505-6, 524-5.
24. Louis A. Morris, Michael B. Mazis and Evelyn Gordon, A Survey of the Effects of
Oral Contraceptive Patient Information, Journal of the American Medical
Association, Vol. 238 (December 5, 1977), pp. 2504-8.
25. Michael B. Mazis, Louis A. Morris and Evelyn Gordon, Patient Recall and
Attitudes about Two Forms of Oral Contraceptive Patient Information, Medical
Care, Vol. 16 (December 1978), pp. 1045-54.
26. Albert Wildt and Michael B. Mazis, Determinants of Scale Response: Label vs.
Position, Journal of Marketing Research, Vol. 15 (May 1978), pp. 261-7.
27. Michael B. Mazis and Dennis McNeill, The Use of Marketing Research in FTC
Decision making, Subhash C. Jain (ed.), Research Frontiers in Marketing:
Dialogues and Directions, American Marketing Association, 1978, pp. 308-11.
28. Michael B. Mazis, Overview of `Can and Should the FTC Restrict Advertising to
Children's Workshop, in William L. Wilkie (ed.), Advances in Consumer
Research, Vol. 6, Association for Consumer Research, 1978, pp. 3-6.
29. Kenneth L. Bernhardt and Michael B. Mazis, Evaluating Consumer Protection
Programs, in Thomas C. Kinnear, et. al. (eds.), Public Policy Issues in Marketing,

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Division of Research, Graduate School of Business Administration, University of


Michigan, 1979, pp. 48-62.
30. Michael B. Mazis, Effects of Information on Product-Related Perceptions, in Jerry
C. Olson, ed., Advances in Consumer Research, Vol. 8, Ann Arbor, Michigan:
Association for Consumer Research, 1980, pp. 538-40.
31. Michael B. Mazis and Louis A. Morris, Evaluation of the Food and Drug
Administration's Patient Package Insert Program, Proceedings, 1980 American
Psychological Association, Division 23.
32. Michael B. Mazis, The Future of Consumer Protection Regulation in Kent B.
Monroe, ed., Advances in Consumer Research, Vol. 9, Ann Arbor, Michigan:
Association for Consumer Research, 1981, pp. 455-7.
33. Kenneth Bernhardt, Thomas Kinnear, Michael Mazis and Bonnie B. Reece, Impact
of Publicity on Corrective Advertising Effects, in Kent B. Monroe, ed., Advances in
Consumer Research, Vol. 9, Ann Arbor, Michigan: Association of Consumer
Research, 1981, pp. 414-15.
34. Michael B. Mazis, An Overview of Product Labeling and Health Risks, in Louis
Morris, Michael Mazis and Ivan Barofsky, eds., Labeling and Health Risks, Banbury
Center, Cold Spring Harbor Laboratory, Cold Spring Harbor, New York, 1980, pp. 19.
35. Michael B. Mazis, Richard Staelin, Howard Beales and Steven Salop, A Framework
for Evaluating Consumer Information Regulation, Journal of Marketing, Vol. 45
(Winter 1981), pp. 11-21.
36. Howard Beales, Michael B Mazis, Steven C. Salop and Richard Staelin, Consumer
Search and Public Policy, Journal of Consumer Research, Vol. 8, (June 1981), pp.
11-22.
37. Michael B. Mazis and Richard Staelin, Information Processing Principles for Public
Policy Making, Journal of Public Policy & Marketing, Vol. 1 (1982), pp. 3-14.
38. Michael B. Mazis, Effectiveness of Required Information Disclosures to
Consumers, in Paul N. Bloom, ed., Consumerism and Beyond: Research
Perspectives on the Future Social Environment, Cambridge, Mass.: Marketing
Science Institute, 1982, pp. 75-8.
39. Michael B. Mazis, Dennis McNeill and Kenneth Bernhardt, Day-After Recall of
Listerine Corrective Commercials, Journal of Public Policy & Marketing, Volume
2 (1983), pp. 29-37.

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40. William L. Wilkie, Dennis McNeill and Michael Mazis, Marketing's 'Scarlet Letter':
The Theory and Practice of Corrective Advertising, Journal of Marketing, Vol. 48
(Spring 1984), pp. 11-31.
41. Michael B. Mazis, Analysis of Medical Consumer Behavior, in Thomas Kinnear,
ed., Advances in Consumer Research, Vol. 11, Ann Arbor, Michigan: Association
for Consumer Research, 1984, pp. 235-7.
42. Ronald Hill and Michael B. Mazis, Measuring Emotional Responses to
Advertising, in Richard Lutz, ed., Advances in Consumer Research, Vol. 13,
Association for Consumer Research, 1986, pp. 164-69.
43. Kenneth Bernhardt, Thomas Kinnear, and Michael Mazis, A Field Study of
Corrective Advertising Effectiveness, Journal of Public Policy & Marketing, Vol.
5, (1986), pp. 146-62.
44. Michael Mazis, Overlooked Mechanisms for Conveying Information to Consumers
in E. Scott Maynes, ed. The Frontier of Research in the Consumer Interest,
Columbia, Missouri: American Council on Consumer Interests, 1988, pp. 225-230.
45. Louis A. Morris, Michael B. Mazis and David Brinberg, Risk Disclosures in
Televised Prescription Drug Advertising to Consumers, Journal of Public Policy &
Marketing, Vol. 8 (1989), 64-80.
46. Michael B. Mazis, The Marketing of Alcohol: A Spirited Debate, in William L.
Wilkie and Patrick E. Murphy, eds., The Federal Trade Commission in the 1990's,
University of Notre Dame Press, 1990, 221-233.
47. Michael B. Mazis, Priority Public Policy Research Needs for the 1990's, in William
L. Wilkie and Patrick E. Murphy, eds., The Federal Trade Commission in the
1990's, University of Notre Dame Press, 1990, 369-373.
48. Michael B. Mazis, Louis A. Morris and John L. Swasy, An Evaluation of the
Alcohol Warning Label: Initial Survey Results, Journal of Public Policy &
Marketing, Vol. 10 (Spring 1991), 229-41.
49. Michael B. Mazis, Review of Jef I. Richards, Deceptive Advertising: Behavioral
Study of a Legal Concept, Journal of the Academy of Marketing Science, Vol. 20
(Winter 1992), 99-100.
50. Michael B. Mazis, Debra Jones Ringold, Elgin S. Perry, and Daniel W. Denman,
Perceived Age and Attractiveness of Models in Cigarette Advertisements, Journal
of Marketing, Vol. 56 (January 1992), 22-37.
51. Louis A. Morris, John L. Swasy, and Michael B. Mazis, Accepted Risk and Alcohol
Use During Pregnancy, Journal of Consumer Research, Vol. 21 (June 1994),
135-144.

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52. Manoj Hastak, Romana L. Horst, and Michael B. Mazis, Consumer Perceptions
About and Comprehension of Environmental Terms: Evidence From Survey
Research Studies in Debra Jones Ringold, ed., Proceedings of the Marketing and
Public Policy Conference, Vol. 4, Baltimore, MD, May, 1994, 94-108.
53. Michael B. Mazis, The Cellular Telephone Cancer Scare, in When Lightning
Strikes: A How-To Crisis Manual with Classic Case Studies, Wayne L. Pines, ed.,
Washington, DC: Washington Business Information, Inc., 1994, 279-290.
54. Michael B. Mazis, Conducting Research on Nontraditional Media in the Marketing
of Alcoholic Beverages, Susan Martin, ed., The Effects of the Mass Media on the
Use and Abuse of Alcohol, Research Monograph No. 28, NIH Publication 95-3743,
Washington, DC: U. S. Department of Health and Human Services, 1995, 239-244.
55. Louis A. Morris, Manoj Hastak, and Michael B. Mazis, Consumer Comprehension
of Environmental Advertising and Labeling Claims, Journal of Consumer Affairs,
Vol. 29 (Winter 1995), 328-350.
56. Gary T. Ford and Michael B. Mazis, Informing Buyers of Risks: An Analysis of the
Marketing and Regulation of All-Terrain Vehicles, Journal of Consumer Affairs,
Vol. 30 (Summer 1996), 90-123.
57. Michael B. Mazis, Copy-Testing Issues in FTC Advertising Cases, in Ronald Paul
Hill and Charles R. Taylor, eds., Proceedings of the Marketing and Public Policy
Conference, Vol. 6, Chicago, IL: American Marketing Association, 1996, 122-130.
58. Michael B. Mazis, Louis A. Morris and John L. Swasy, Longitudinal Study of
Awareness, Recall, and Acceptance of Alcohol Warning Labels, Applied Behavioral
Science Review, 4 (1996, Number 2), 111-120.
59. Michael B. Mazis and Mary Anne Raymond, Consumer Perceptions of Health
Claims in Advertisements and on Food Labels, Journal of Consumer Affairs, Vol.
31 (Summer 1997), 10-26.
60. Michael B. Mazis, Marketing and Public Policy: Prospects for the Future, Journal
of Public Policy & Marketing, Vol. 16 (Spring 1997), 139-143.
61. Michael B. Mazis and Louis A. Morris, The Channel, in Michael S. Wolgalter,
John W. Brelsford, David M. DeJoy, and Kenneth R. Laughery, eds., Warnings and
Risk Communication, London, England: Taylor & Francis, 1999, pp. 99-122.
62. Michael B. Mazis, FTC v. Novartis: The Return of Corrective Advertising?,
Journal of Public Policy & Marketing, Vol. 20 (Spring, 2001), 114-122.

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63. Manoj Hastak, Michael B. Mazis, and Louis A. Morris, The Role of Consumer
Surveys in Public Policy Decision Making, Journal of Public Policy & Marketing,
Vol. 20 (Fall 2001), 170-185. (Recipient of Thomas C. Kinnear/Journal of Public
Policy & Marketing Outstanding Article Award presented by American Marketing
Association for articles published 1999-2001.)
64. Michael B. Mazis, Expanding JPP&Ms Horizons, Journal of Public Policy &
Marketing, Vol. 30 (Spring 2011), 68-71.
65. Manoj Hastak and Michael B. Mazis, Deception by Implication: A Typology of
Truthful but Misleading Advertising and Labeling, Journal of Public Policy &
Marketing, Vol. 30 (Fall 2011), 157-167.
66. Manoj Hastak and Michael B. Mazis, Three Decades of Marketing Academic Input
at the FTC: Contributions to Research, Policy Making and Litigation, Journal of
Public Policy & Marketing, Vol. 33 (Fall 2014), in press.

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PROFESSIONAL ACTIVITIES
Editorial Review Board, Journal of Public Policy & Marketing, 1982-2012
Editorial Review Board, The Journal of Consumer Affairs, 1998-2008
Editorial Review Board, Journal of Current Issues & Research in Advertising,
2002-2008
Editorial Review Board, Journal of Marketing, 1991-1996.
Board of Directors, Association for Consumer Research (ACR), 1979-81.
Leadership Board, Marketing and Society, American Marketing Association (AMA)
Special Interest Group, 2003-2008.
Manuscript reviewer for AMA Educator's Conferences, 1976-2007; ACR Conference,
1978-1996; Marketing and Public Policy Conference, 1992-2007; Academy of Marketing
Science Conference, 1994; American Academy of Advertising Conference, 1994; ACCI
Conference, 2004-2005; Journal of Consumer Research, 1980, 1985-1990, 2000;
Decision Sciences, 1977 and 1980; Journal of Marketing, 1981, 1987, 1990-1991, 1999,
2001-2004; Journal of Advertising, 2002 and 2004; Journal of Marketing Research,
1985-1987, 1992; Journal of Consumer Affairs, 1989, 1991-1992, 1995, 1997; Journal
of Macromarketing, 2005; Psychology and Marketing, 1990 and 1997; Journal of
Business Research, 1991; Journal of the Academy of Marketing Science, 1991;
International Journal of Research in Marketing, 1992; Safety Science, 1992;
Alcoholism: Clinical and Experimental Research, 1994; Journal of Business Ethics,
1997; American Business Law Journal, 1998, .
Conference Co-chair, Marketing and Public Policy Conference, Washington, DC, 2003.
Conference Director, AMA Workshop, Marketing and Public Policy: Issues for the
1990's, Washington, D.C., August 1990.
Proposal reviewer for the National Science Foundation, 1978. Discussant at AMA
Educators' Conference, 1976 and ACR Conference, 1979, 1981, and 1983. Session
Chair, AMA Educators' Conference, 1981 and 1988. Discussant at International
Conference on Research in the Consumer Interest, 1987 and at American Psychological
Association Conference, 1986.
Invited lecturer at University of Kentucky, University of South Carolina, Duke
University, University of Maryland, George Washington University, Penn State
University, Georgetown University, and Queen's University.
Presented papers at AMA Educators' Conference, 1970, 1975, 1978, 1988, 1992, and
1994; ACR Conference, 1972-1973, 1977, 1979-1980, 1983, 1985, 1992, and 1994;
Marketing and Public Policy Conference, 1990, 1992-2003, 2008-2009, 2011, 2013,
2014; American Public Health Association Conference, 1991; Southern Marketing
Association Conference, 1972 and 1973; American Psychological Association
Conference, 1976 and 1980; Academy of Marketing Science Conference, 1992; AMA

10

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Doctoral Consortium, 1992 and 1993; AMA Faculty Consortium on Ethics and Social
Responsibility, 1995; AMA mini-conference on Environmental Issues, 1996; AMA miniconference on Teaching of Public Policy, 1997.
Presented papers at American Assembly of Collegiate Schools of Business, 1979;
Association of National Advertisers' Annual Meeting, 1979; J.C. Penney Consumer
Affairs Forum, 1979; American Marketing Association (Washington Chapter), 1979;
U.S. Regulatory Council's Innovative Techniques Workshop, 1980; MSI Conference:
"Consumerism and Beyond: Research Perspectives on the Future Social Environment,"
1982; American Advertising Federation Spring Government Affairs Conference, 1989;
"The Federal Trade Commission in the 1990's," University of Notre Dame, 1989; Federal
Trade Commission Marketing Symposium, 1991 and 1992; Drug Information
Association, 1992; American Bar Association Conference: "How to Launch or Defend
Against Competitive Challenges to Advertising Claims," 1995; National Advertising
Division Workshop on Consumer Perception Communications Surveys, Council of Better
Business Bureaus, 1996; American Bar Association Consumer Protection Conference,
Methodological Issues in Consumer Protection Surveys, 2007; D.C. Bar Association,
How to Successfully Use Surveys in Trademark Litigation, 2008; Cornell University
Law School, 2008; American Bar Association Consumer Protection Conference, Can
Advertising Disclosures Be Effective, 2009; D.C. Bar Association, Surveying Surveys:
An In-Depth Review of the Effective Use of Surveys in Trademark Litigation, 2011.
Organized special sessions at ACR Conference on children's advertising regulation, 1978,
and on corrective advertising, 1980. Organized pre-conference workshop Current
Developments at the FTC and FDA for 2000 Marketing and Public Policy Conference.
Organized panel on disclosure research at FTC/NAD Conference Disclosure Exposure,
2001.
Participated in writing, Review of the Research Literature on the Effects of Health
Warning Labels: A Report to the United States Congress, June 1987.
Wrote The Effects of the FTC's Listerine Corrective Advertising Order for Federal
Trade Commission, 1981; An Analysis of Homeowner Experiences with WardCorporation-Built Homes for Federal Trade Commission, 1983; An Analysis of AllTerrain Vehicle Advertising 1980-87 for Consumer Product Safety Commission, 1988;
and Summary and Analysis of Consumer Surveys on Environmental Claims in
Advertising and Labeling for Federal Trade Commission, 1992 (with Manoj Hastak and
Romana Horst); Consumers' Interpretation of Alternative Environmental Claims for
Federal Trade Commission, 1996 (with Manoj Hastak and Thomas J. Maronick); The
Effect of Consumer Testimonials and Disclosures on Ad Communication for a Dietary
Supplement, 2003 (with Manoj Hastak); Effects of Consumer Testimonials in Weight
Loss, Dietary Supplement and Business Opportunity Advertisements, 2004 (with Manoj
Hastak).
Member of Advertising and Marketing Panel of the Surgeon General's workshop on
Drunk Driving, 1989; Member of Working Group on the Effects of the Mass Media on
the Use and Abuse of Alcohol, 1992.

11

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CONSULTANCIES
Served as the FTCs principal marketing witness in FTC vs. Novartis in 1997, FTC vs.
Trans Union in 1998, FTC v. Mercury Marketing, 2003, FTC v. Telebrands, 2004, and
FTC v. POM Wonderful, 2011. Served also as a marketing consultant for FTC, Food and
Drug Administration, Department of Justice, Consumer Product Safety Commission, U.S.
Mint, Department of Alcohol, Tobacco and Firearms, and the States of California and
Vermont.
HONORS
The American University Award as Outstanding Faculty Administrator (1985) and for
Academic Program Development (1984)
Nominated for Teacher-Scholar Award (1983, 1985, 1989, and 1993)
Kogod College Award for Scholarship (1991)
Beta Gamma Sigma and Phi Kappa Phi
AACSB Federal Faculty Fellow, 1976-77
COURSES TAUGHT
Undergraduate: Consumer Behavior, Advanced Consumer Behavior, Marketing
Research, and Principles of Marketing.
Graduate: Consumer Behavior, Marketing Research, Marketing Management, Doctoral
Seminar in Consumer Research, Marketing and Public Policy, and Internet Marketing.
UNIVERSITY SERVICE
Elected to University Senate, 1980-1986, 1994-95.
University Senate Vice Chair, 1982-83, Parliamentarian, 1981-82, Nominating
Committee, 1982-83, Executive Committee, 1981-83, Chair, Summer Sessions
Committee, 1984-85, Secretary, The American University Club, 1988-89, Finance
Committee, 1991-93.
AU 85 Committee on Faculty Utilization and Development, 1981-82
AU 100 Ad Hoc Committee, 1987; AU Smoking Task Force, 1988-92
Kogod College of Business Administration Faculty Evaluation Committee, 1979-80,
Strategic Planning Committee, 1984-85, Chair, M.B.A. Committee, 1984-85, Rank and
Tenure Committee, 1989-91 (chair), 2001-2004, Chair, Educational Policy Committee,
1991, MBA Task Force, 1991-1992 (chair) and 1994-96, Research Committee, 1993,
1996-98 (chair), MBA Oversight Committee, 1994-95, Member, Graduate Educational
Policy Committee, 1996-1997, Member, Dean Search Committee, 1995-1996, Member,
MBA Admissions Committee, 1995-98, Member, Search Committee for IT Center
Director, 2001, Deans Committee on Communication, 2001-2002, Member, Search
Committee for Department of Management faculty member, 2006.

12

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EXHIBIT B

Case 2:14-cv-06856-WHW-CLW Document 10-3 Filed 11/07/14 Page 2 of 3 PageID: 97

DEPOSITION AND TRIAL TESTIMONY


FOR MICHAEL B. MAZIS
IN LAST FOUR YEARS

Hershey Company and Hershey Chocolate & Confectionery Corporation v.


Promotion in Motion, 2009 and 2011 United States District Court for the District of
New Jersey (Case No. 07-CV-1601 (SDW) (MCA)) (deposition and trial)

Aurora World, Inc. v. Ty, Inc., 2011 United States District Court for the Central
District of California (Case No. CV-09-08463 (MMM) (Ex) (deposition)

Federal Trade Commission v. POM Wonderful LLC, et al., 2011 Docket No. D9344 (deposition and trial).

In Re: Bayer Corp. Combination Aspirin Products Marketing and Sales Practices
Litigation, 2011 United States District Court for the Eastern District of New York
(Case No. 09 MD 2023 (BMC) (JMA)) (deposition)

Touchnet Information Systems, Inc. v. Higher One, Inc., 2011 United States District
Court for the District of Kansas (Case No. 10-2545-KHV-JPO) (deposition)

Water Pik, Inc. v. Med-Systems Inc., 2011 United States District Court for the
District of Colorado (Civil Action No. 10-CV-01221PAB-CBS (deposition)

Bobrick Washroom Equipment, Inc. v. American Specialties, Inc., 2011 and 2012
United States District Court for the Central District of California, Western Division
(Case No. CV-10-6938-SVW (PLAx)) (deposition and trial)

Jackson Hewitt Inc. v. H&R Block Inc. (and counterclaim), 2011 United States
District Court for the Southern District of New York (Civil Action No. 11 CV 0641
(AKH) (ECF) (deposition)

Diana Stanley vs. Bayer Healthcare, 2011 United States District Court Southern
District of California (Case No. 11CV0862 IEG NLS) (deposition)

Gucci America, Inc. v. Guess?, Inc., 2012 United States District Court for the
Southern District of New York (Civil Action No. 09 Civ. 4373 (SAS) (trial)

Apple Inc. v. Samsung, 2012 United States District Court for the Northern District
of California San Jose Division (Case No. 11-cv-01846-LHK) (deposition)

ITT Corporation and Xylem Inc. vs. Xylem Group, LLC, 2012 United States
District Court for the Northern District of Georgia Atlanta Division (Civil Action No.
1:11-CV-3669) (deposition)

Case 2:14-cv-06856-WHW-CLW Document 10-3 Filed 11/07/14 Page 3 of 3 PageID: 98

Frito-Lay North America, Inc v. Medallion Foods, Inc. and Ralcorp, Inc. 2012
United States District Court for the Eastern District of Texas (Case No. 4:12-CV00074-ALM) (deposition)

Lutron Electronics Co., Inc. v. Crestron Electronics, Inc., et al., 2013 United States
District Court for the District of Utah (Case: 2:09-cv-707) (deposition)

Visteon Global Technologies, Inc. and Visteon Technologies, LLC v. Garmin


International, Inc, 2013 United States District Court for the Eastern District of
Michigan Southern Division (Case No.2:10-cv-10578-PDB-MAR) (deposition)

General Mills, Inc. v. Fage Dairy Processing Industry, S.A., 2013 United States
District Court for the Northern District of New York (Case No. 6:12-CV-0920(DEP)) (deposition)

Karoun Dairies, Inc. vs. Karoun Dairies, Inc., 2013 United States District Court
Southern District of California (Case No. 08-CV-1521 AJB WVG) (deposition)

Dwyer Instruments, Inc. v. Sensocon, Inc. and Tony E. Kohl, 2014 United States
District Court for the Northern District of Indiana (Case No. 3:09-CV-00010-TLSCAN) (trial)

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ERHIBIQ E

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PanelID
148981258

S1 S2_1 S3_1 S3_2 S3_3 S4_1 S4_2 S4_3 S4_4 S4_5 S4_6 S5_1_1 S5_1_2 S5_1_3 S5_1_4 S5_2_1 S5_2_2 S5_2_3 S5_2_4 S5_3_1 S5_3_2 S5_3_3 S5_3_4 S5_4_1 S5_4_2 S5_4_3 S5_4_4 S5_5_1 S5_5_2 S5_5_3 S5_5_4 S6 S7 S8 S9 S10 Q1 JUST MAYO (ACTUAL) JUST DELICIOUS DRESSING JUST MAYO DRESSING NOT QUITE MAYO
1 06
01
23
1985 2
2
2
2
1
1
1
2
1
2
1
2
1
2
4
2
3 3
1 1

149122467
2405642

1
1

17
12

11
05

02
09

1977 2
1946 2

2
2

2
2

2
2

2
2

2
2

1
1

2
2

1
1

2
2

1
1

2
2

1
1

2
2

12123639

31

09

20

1983 2

148915942
15075503
149174788
12624886

1
2
1
2

31
39
48
18

10
07
12
06

02
03
26
01

1956
1965
1970
1944

2
2
2
2

2
2
2
2

2
2
2
2

2
2
2
2

2
1
1
2

2
2
2
2

1
1
1
1

2
2
2
2

1
1
1
1

2
2
2
2

1
1
1
1

2
2
2

1
1
1
1

2
2
2
2

149555002
10136314
149096375

2
1
2

42
13
53

09
04
08

18
05
23

1971 2
1964 2
1970 2

2
2
2

2
2
2

2
2
2

2
2
1

2
2
2

1
1

2
2
2

1
1
1

2
2
2

1
1
1

2
2
2

1
1
1

3914503
149655633
3698653
15052777
4070566

1
1
2
1
1

06
09
48
37
31

01
04
08
05
02

06
19
24
01
24

1979
1985
1985
1961
1975

2
2
2
2
2

2
2
2
2
2

2
2
2
2
2

2
2
2
2
2

2
2
2
2
2

1
2
2
2
2

1
1
1
1
1

2
2
2
2
2

1
1
1
1
1

2
2
2
2
2

1
1

2
2

1
1

2
2

1
1

2
2

149122762

12

03

25

1943 2

2228716
12233408
13182998
269303
149783053

1
1
2
1
1

04
12
36
21
35

07
02
08
04
05

10
16
12
19
16

1943
1931
1986
1953
1978

2
2
2
2
2

2
2
2
2
2

2
2
2
2
2

2
2
2
2
2

2
2
2
2
2

2
2
2
1
2

1
1
1
1
1

2
2
2
2
2

1
1
1
1
1

2
2
2
2
2

1
1
1
1
1

2
2
2
2
2

1
1
1
1
1

2
2
2

793340
15410876

1
1

37
53

11
07

05
14

1947 2
1944 2

2
2

2
2

2
2

2
2

2
2

1
1

2
2

1
1

2
2

14812482

06

06

14

1968 2

149567953

06

05

22

1962 2

14074217
149504731
14410408

1
1
1

27
24
48

09
02
02

23
21
05

1961 2
1962 2
1966 2

2
2
2

2
2
2

2
2
2

2
2
2

2
2
2

1
1
1

2
2
2

1
1
1

2
2
2

1
1
1

2
2
2

1
1
1

2
2
2

1
1
1

1668380

36

05

14

1955 2

10496253
149720984

1
1

48
17

02
12

01
05

1945 2
1994 2

2
2

2
2

2
2

2
2

2
1

2
2

1
1

1
1

2
2

149784481

18

12

14

1985 2

2337892

20

02

13

1965 2

149785082

13

02

23

1990 2

12453028
14169732
14038020
149267193

1
1
2
1

42
29
39
06

09
11
03
12

23
08
18
23

1974
1960
1967
1965

2
2
2
2

2
2
2
2

2
2
2
2

2
2
2
2

2
2
1
2

2
2
2
2

1
1
1
1

2
2
2

1
1
1
1

2
2
2
2

13535186
13255886
149708224
10235400
4246192
149767448
149782687

2
1
1
2
2
2
2

48
12
29
28
12
08
17

12
12
02
10
03
11
05

18
18
24
22
13
07
14

1985
1951
1985
1977
1950
1972
1986

2
2
2
2
2
2
2

2
2
2
2
2
2
2

2
2
2
2
2
2
2

2
2
2
2
2
2
2

2
2
2
2
2
2
2

2
2
2
2
2
2
2

1
1
1
1
1
1

2
2
2
2
2
2
2

1
1
1
1
1
1
1

2
2
2
2
2
2
2

10840568
13789888

2
2

27
42

05
10

05
31

1979 2
1958 2

2
2

2
2

2
2

2
2

2
2

1
1

2
2

1
1

2
2

10546538

04

09

11

1954 2

148967563

13

10

24

1962 2

11901666

34

09

03

1980 2

117917
12908698

2
1

46
12

09
02

09
23

1974 2
1945 2

2
2

2
2

2
2

1
2

2
2

2
2

1
1

11893860

19

09

17

1982 2

13034656

44

09

25

1954 2

149742843

26

11

03

1982 2

15537385
149151108

2
2

06
19

12
02

09
25

1963 2
1975 2

2
2

2
2

1
2

2
2

14150201
4753596

1
2

12
36

11
08

18
12

1957 2
1952 2

2
2

2
2

2
2

12780242
14431491

1
2

33
06

04
08

10
15

1973 2
1958 2

2
2

2
2

14706036
149572968
1134919
12938024
149625071

2
2
2
2
2

06
42
48
42
37

11
09
08
01
03

17
18
15
26
13

1946
1971
1966
1967
1953

2
2
2
2
2

2
2
2
2
2

149707692

54

03

11

1958 2

149307553

34

07

18

149530949

06

12

15534461
4188061
11552585

2
2
2

13
26
17

14759034
149591669
4760178
14708269
13685771

2
2
2
1
2

14614236

2
2

2
3

1
1

2
2

3
3

2
1
1
1

1
1
2

3
3
1

2
3

2
3

1
3
3

3
3

3
3

1
1

1
1

1
1
1

1
1
1

3
3
3
3

3
3
3
3

1
1
1
1

1
1
1
1

1
1

1
1

3
3
3

3
3
3

1
1
1

1
1
1

3
3
3
3
3

3
3
3
3
3

1
1
1
1
1

1
1
1
1
1

2
2
2
2
2

3
2

It said "just mayo" which may be a way to say it is NOT real mayonnaise, now that I It's about a new product called "just mayo" that may or may not be a real mayonnaise or is a
think about it. The "" quotes may be a way to deceive the shopper into thinking it is mayo-like product that contains no eggs, dairy or anything that most mayos do. So I'm really
real when it is not. Now am unsure. I think the marketing laws are funny about such curious what this stuff really is! Will I find out?!?
things and it may be a "just mayo" -like product that is not legally able to be called
real mayonnaise, as it has no egg in it. Now I am really curious!!!

Just Mayo 90 calories gluten free, soy free something about Hampton, low
cholestrol
Its Just mayo and Joy
All natural mayo
Just Mayo by Hampton Creek. No eggs. No gluten. 30 ounce jar. Joy on
your sandwich.
a healthier mayo, low sodium, good calorie count, a eco friendly type of mayo

gold & blue label I think from China

simply because of its name just mayo

Mayo & look at product & see what you recall from the packaging

It has brown label


Seems to fit all dietary constraints
Not a very exciting label. Color should be brighter.

1
1
1

cause it has just mayonaise on label


the name and the ingredients
The jar said mayo.

To see if you read the label


reivew of a mayo label
Mayo.

real mayonaise made with healthier ingredients

mayonnaise

Health store mayo with natural ingredients. No GMO ingredients.


Because of the relatively plain label and dull colors, it does not grab my
attention much. There were a few words that seemed to stick out, like "JOY"
but other than that, I do not remember much about the label. It was nothing
special
Just mayo
gluten-free
90 calories per serving
egg-free
This is a great alternative mayo that is a healthier safer choice and is low in
calories. It is made with organic ingredients.
90 calories
0 proteins
mayo
Mayonayse
a great natural mayo
A mayo product that is I guess supposed to be a healthy alternative to
mainstream mayos. Lots of ______ free all over the label.
MAYO JAR
mayonaise jar
90 Calories per serving is't that bad
all natural mayo with no go's
a label for a mayonnaise jar
Non GMO, gluten free mayonnaise
It seemed like healthy Mayo. For example it stated it was egg free(didn't know
mayo could be egg free), gluten free, diary free, soy free and non gmos
whatever that means. Also when you read the ingredients they seemed to be
on the healthier side then most mayos. Also the plain brown and black label
gives you the distinct impression that it is being advertised as a healthy mayo.
Also the nutritional facts looked more on the healthy side, you didn't get that
"OMG I cant eat this!!" thought when you read the nutrition box.

No
no

1
1

The ingredients
That is what the label said

A survey about a natural mayonaise


Mayo bottle design

nothing

it stated "just mayo"

Mayo

It is low in sodium.

Because it is mayo.

This is about a new type of organic healthy mayo.

sodium 75mg
total fat 10g
non gmo
Distributed by Hampton Vreek
has no sugar
no

Its the healthier version of mayo

Its about mayo.

1
1
1
1

says on label
Because of the label
said mayo on the bottle
Mostly because of the label description.

labels
Consumer Input
mayo
I guess to do a survey about a mayo product from HamptonCreek that.

BECAUSE OF WHAT I SAW


jar said so
The name "Just Mayo" makes me think that it is real mayo
because I can read and I AM NOT an idiot. :)
that's what the label says
Because of the ingredients and it says just mayo
Because its made from real ingredients not chemicals so it makes me think its mayo
done right or mayo the way it should be kind of thing. Also the name gives that
impression "just mayo" makes you think its just mayo minus all the other junk other
none healthy companies put in it. Also the packaging looks slightly old fashioned
like its something you would buy back in the day with nothing but real ingredients.

MAYO
jar of mayonaise
Mayonaise
Mayo!
a mayonnaise jar label
To review the products and packaging of a mayonnaise
Mayo

natural
healthy
1
A type of organic mayoneaise made by Hampton. It is made with filtered
Its distributed from a San Francisco company and must be refrigerated after
1
canola oil and some other ingredients, is 100% of its calories from fat
opening. It also contained vinegar and sugar
different kind of mayo that sounds as if it would be good for all people with a no, i's give it a try probably
1
multitude of issues and restrictions
Mayo product
Label was yellowish in color - would make you think of the yellow from an egg - but1
Non-GMO
was rather generic looking.
Gluten Free
90 calories per serving
Has the picture of an egg on the front with a plant in the middle.
It is a jar of mayonnaise called Just Mayo and it is made by Hampton Creek
The serving size is one tablespoon. Also the servings per the container is about 1
foods. It is a healthy and nutritious product that is soy free, dairy free, lactose 60. It is 90 calories per serving. It also contains only 3% sodium which is great.
free, cholesterol free, gluten free and egg free. It is a NoN-GMO product that
is natural and delicious tasting. It is an organic product that tastes great on
anything you add it to.
all natural, healthier mayo, light, dairy free
90 calories per serving, cholesterol free, made with egg whites
1
Just Mayo is real mayonnaise, all fat with 90 calories per serving. It comprises No carbs, etc., only fat in this product.
1
15% of recommended daily fat intake, and 5
% of recommended daily saturated fat intake. It is recommended by a nonGMO outfit.
Pure mayo, gmo free, dairy free, soy free, dairy alternative. Looks natural and All natural
1
fewer ingredients and a lot healthier.
The product is a mayo good for people with dietary restrictions - gluten free,
See previous
1
dairy free, lactose free, etc., etc.
A jar of natural, non-GMO mayonaise. The label looked to be natural material. egg-free
1
It was called "Just Mayo". Made by Hampton Creek.
Just plain mayonnaise nothing fancy in the label
made in san francisco
1
Clean. Real ingredients. I would love to try it, hoping the flavor is good,
It appears to be in a plastic jar. I would prefer glass.
1
because I love the ingredient label. I have never heard of Hampton Creek. I
am curious to know what other products they make.
Looks that is healthy compare with others
14 gr of fat only
1
It looks like a really good vegan mayonnaise, and although not organic, at
Even though it has EDTA as a preservative, I would probably still try it.
1
least non-GMO.
all natural mayo
no
1
Joy mayonnaise. No allergens. Natural ingredients. No fuss or frills just
No.
1
mayonnaise.
pretty healthy
like no sugar
1
very plaind not familar with the companmy
it lookl like its a alll antraul product
1
Gluten free, egg free, and cholesterol free, mayo
NO
1
natural mayo
healthier
1
Hampton Creek May, Non-gmo, 90 calories per serving, gluten free, no eggs no
1

all natural, no junk added


It said "Mayonnaise" on the label

mayo
Mayonnaise

Joy 30 oz jar of mayo. no transfat, carbs, cholesterol or sugars. No gluten, soy, can't recall anymore
GMO
Just Mayo is all natural and is healthy for you with no artificial ingredients.
I would love to try it!
Mayo
sugars and protein 0%
fat
serving size 1 tbsp.

1
1

1
1

1
1

3
3

3
3

1
1

1
1

1
1
1

2
2
2

3
3

2
1
1
1

3
3
3
3

3
3
3
3

1
1
1
1

1
1
1
1

1
1
1
1

2
2
2
2

3
3
3
3
3
3
3

3
3
3
3
3
3
3

1
1
1
1
1
1
1

1
1
1
1
1
1
1

3
3

3
3

1
1

1
1

2
1
2
2
1
2
2

1
1
1

1
1
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1
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1

1974 2

01

1961 2

07
10
10

04
19
09

1988 2
1954 2
1953 2

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2
2

2
2
2

2
2
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2
2
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1
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1
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1

37
22
32
34
36

05
03
07
10
10

12
20
02
06
21

1962
1995
1975
1948
1948

2
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1
1
1
1
1

1
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1
1

40

09

27

1967 2

14875368
12769380
10658952

2
2
2

48
41
39

11
03
03

08
30
11

1950 2
1940 2
1944 2

2
2
2

2
2
2

2
2
2

1
2
2

11833666
149701986
14264306
149588614

2
1
1
2

06
37
06
37

02
05
06
09

28
17
08
30

1983
1960
1953
1988

2
2
2
2

2
2
2
2

2
2
2
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2
2
2
2

14587139

26

10

12

1946 2

101080

20

09

10

1977 2

2657078
11512059

2
2

42
08

03
06

23
04

1946 2
1978 2

148842675
13748603

1
2

42
09

05
07

02
12

14019634
14266432

2
1

42
47

01
05

149365593
149783794

2
2

39
34

14220656

15148903
149258380

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2

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1
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1974 2
1957 2

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2

2
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2
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2
2

2
2

1
1

2
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1
1

2
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1
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1
1

2
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03
16

1980 2
1961 2

2
2

2
2

2
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2
2

2
2

1
1

2
2

1
1

2
2

1
1

2
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1
1

2
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01
03

17
10

1984 2
1984 2

2
2

2
2

2
2

2
2

2
2

1
1

2
2

1
1

2
2

1
1

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1
1

2
2

06

07

26

1960 2

2
2

31
39

11
01

06
18

1984 2
1957 2

2
2

2
2

2
2

2
2

2
2

1
1

2
2

1
1

2
2

1
1

2
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1
1

2
2

10781621
10523760
13840830

2
1
1

27
29
48

01
03
12

13
13
22

1960 2
1941 2
1970 2

2
2
2

2
2
2

2
2
2

2
2
2

2
2
2

1
1
1

2
2
2

1
1
1

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2
2

1
1
1

2
2

13459090
15145898

2
1

55
36

08
12

27
21

1951 2
1938 2

2
2

1
2

2
2

2
2

2
2

1
1

2
2

1
1

2
2

1
1

14966245

51

06

16

1981 2

149379704
2543159

2
1

21
40

03
08

19
26

1983 2
1976 2

2
2

2
2

2
2

2
2

2
1

2
2

1
1

13359881
149644932
148833936

2
1
1

09
53
35

06
11
01

10
22
26

1980 2
1969 2
1964 2

2
2
2

2
2
2

2
2
1

2
2
2

1
2
2

1
1

2
2

15076596

08

05

18

1951 2

14536733

53

06

08

1947 2

4856960
13121289
149301301
11012395

1
1
1
1

53
06
53
11

06
07
08
02

11
01
04
15

1955
1942
1961
1950

2
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2
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2
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2
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2

13015929

53

02

22

1943 2

149457854
14224764
149008535
13592189

2
1
2
2

26
44
41
17

08
08
09
11

31
02
20
18

1961
1968
1969
1980

2
2
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2
2
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2
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2
2

2355697
4601669

2
2

36
36

04
09

15
10

1950 2
1949 2

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2

2
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3
2

4
1

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1
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1

label

reading and describing a product (mayo)

1
1
1

How consumers translate the label


Mayonaise
just mayo

1
1
1
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1

Because of the label


Because the label says Just Mayo
It is made with canola oil which is healthier for you. It's called just mayo. nothing
added that doesn't need to be in it
says on the bottle
It says "just mayo"
because of the contents on the label
That was the name on the label
The ingredients suggest mayo.

mayonaise

1
1
1

It was on the label


that is what it was
The label said it was mayonnaise

Product review
to identify products
Studying how people look at labels when purchasing food items

1
1
1
1

It said mayo
that what it said , Just mayo
it said it on the label
the title of the broduct and the lable lead me to believe that this is mayo but a
healthier varieation since is Gluten free and egg free

What I think about a new type of vegan mayo.


mayo
Mayo a jar of mayo, with all the facts on it
what i thought about the Mayo product and labeling.

I would call the name of the product interesting. I think this would make a lot of I think the label shows that the product is low or 0 in a lot of important areas.
people look at the product closer. I also think the saying joy on your sandwich
would make the look at the label closer.
Non GMO mayonaise without egg, which is interesting...I didn't think that was Very plain label. Seems very simple.
possible.
Just Mayo, cholestoral free, gluten free, soy free.
non GMO, dairy and lactose free, egg free
It's Mayo! It has no GMO, it's egg free, and it's gluten free. It has no
I'm not sure, but it seems like it might be organic or can only be purchased at
cholesterol, soy, or dairy in it. The label looks like recycled paper. On it, there's grocery stores like Sprouts, Whole Foods, etc. It looks expensive too!
a picture of an egg with a flower growing in it. My first thought was that it had
egg rather then being egg free.
mayo that is gmo free egg free soy free kosher gluten free
cholesterol free and dairy free
Product called just mayo - says Joy your sandwich. Made from canola oil The product is free of lots of allergens - egg, gluten, etc
contains 90 calories per tablespoon- fat calories.....label looks like it is made
from recycled paper, leading one to believe it is more healthful - impersonally
would look for a lighter version
all natural mayo. free of dairy, eggs, gmo, its kosher
I thought mayo was made with eggs
Not sure how it would taste, but noticed right away it was non-GMO on both
The packaging wasn't very attractive.
the front and back labels. We use mayo here, I'd be willing to try it if the price
weren't too high.
A mayonnaise made with simple ingredients.
Non-GMO ingredients, dairy free and egg free.
The product is a oil free, cholesterol free, egg free kosher mayo. It is
Label is brown
manufactured in California. The label has an egg with a leaf growing at bottom
indicating it's an all natural product "just mayo".
A very good for you mayonaise, which is egg free, gluton free, kosher, and alot it counds organic
more, made from a company I have not heard of, Hampton Creek. It is called
Just Mayo.
Full fat mayo - non gmo
boring label
Non GMO mayonayse. No sugar. Natural. Lower in calories than most. 10
Soybean Oil. Other natural and Non gmo products in the ingredients.
grams fat per serving. I would think this would be similar to Hellmans
mayonayse in taste. Except It is NON gmo, How wonderful!!!
a healthy mayo, nothing added just basic
not really, just a simple product
Jar of Mayonnaise that said Joy on your sandwich
Mayo 90 calories
A healthy non GMO, no egg, no cholesterol Mayo product.
It seems like a very no frills product with limited labeling and noise on the product
itself.
Pretty plain, very little ingredients, boring label.
Nothing else
It reads well. I would give it a try for sure. Not a lot different from Hellmann's I will look out for it in the market
Real but enough to peek my interest. Like the packaging looks no frills.

The saying on the label that says Just Mayo.

Mayo

While it does not contain egg, the product would have to state it was imitation if it
were not real mayo.
They said it was just mayo.
I know that most mayo has an egg base in it but that doesn't mean this one is not
"real."

Mayonnaise?

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Natural mayo. GMO free, all natural, high fat (10g) cal (90) per tblspn

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A healthy alternative to the mainstream mayo.


Looks like healthy organic mayo
It is Mayo that seems pretty healthy. It is 90 calories per serving, is koser,
No
gluten free, and has a simple label.
a new mayo that is supposed to be free of lots of things and better for you
contains non-gmo items
it is a fairly typical mayonnaise ad. nothing special.
nothing else.
The Just Mayo product seems to be made from all natural ingredients. It
It appears to be low sodium, but not low in calories.
contains no soy, eggs, GMO, is kosher. It's minimalist label design seems
appealing.
less calories than big name but doesn't say where it is made which is important kind of plain and would question the taste
to me
Eggless Mayonnaise, Mostly fats Low sodium, Non GMO Soy Free, gluten
Produced by Hampton Foods in San Francisco. Joy was the name of the product
free==a "healthy alternative to Mayonnaise as I know it.
pure
none
A kosher mayo with mostly o% on everything but 90 calories per serving
Gluten free, egg free everything else free
non gmo, but made with canola oil.
it looked good until I read that it contains canola oil
A Jar of mayonnaise non gmo, gluten free, that have 10g of fat
just a soy free ,lactose free, kosher a safe food.
zero trans fat, sodium only 8g, no cholesterol, no carbohydrates
This mayo is the healthy,
It seems the product would be a real boon for folks who need to be "xxxx-free" I was surprised to see that the product states that it's Kosher.
and for those who are concerned about GMOs in their food.
very basic with no additives, good for people on special diets
no
this product has NO nutritional value
fat and sodium
natural, low fat
simple
Vegan, hypoallergenic mayonnaise like product.
misleadingly named (isn't may supposed to be oil and eggs in its purest form?)
and with an odd picture of an egg on the label.

3
3

1
1

1
1

mayo from soy


no
This "mayo" product is mainly canola oil. No lactose, gluten, dairy, eggs, soy, It's made by Hampton Creek Farms. Cholesterol free.
GMOs, and 90 calories in 1 T.

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non GMO
kosher
no preservatives
fat
calories
no gluten
healthy mayo
mfg
A jar of mayo. Gives the impression it is healthier because of the labeling.
No
A jar of mayonnaise with a brown wrapper from Hampton Farms
nothing
This mayo is better for you. It's gluten free for those that need that. It's egg freeIt's cholesterol free
and lactose free. It is also kosher so it can be used all year long
i like it real well especially the non gmo part
would like to try this
Healthier version of mayo
Looks "organic"
mayo in regular size jar with a brown label
no
A product I might purchase.
Nothing
This is a tasty mayonnaise dressing. While not a diet product. It has natural This would be good on sandwiches.
ingredients.
10 grams of fat
no
gluten free
no cholesterol
Mayo that is gluten free, soy
Non NGO
A jar of mayonnaise
not really
A jar of mayonnaise. The label was plain and brown in color. Had the word
Said it was simple mayonnaise
joy on one side.
Non GMO organic and kosher mayonnaise! I love!
health info
it was ok it migth tasted ok. Like the green label
no that about it
it's mayo, I use Salad Dressing
it said joy on the back
this Mayo looks like it would be a healthier choice. As far as the lable goes
I do like the name of the mayo
though it says its egg free but the logo looks like an egg to me. the label is
clear and easy to read, but its really basic and not attention grabbing. maybe
just add a touch of color to make it stand out. If I saw this next to what i
normally buy what would make me switch to this brand?

1
1

1
1

Just Mayo

1
1

It says so on the label.

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1

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1

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2

Mayonaise

3
3

thought it said, not sure now

3
3

products and the ingretiences


a NEW maynose product
Just mayo
mayonaisse
Mayonnaise Hampton Creek

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3

The product is 'just mayo' without ingredients that make it artificial and restrictive to The survey asks the reader to examine a label for 'Just Mayo' by Hamptom Creek. It shows
certain consumers
a product that is mayo without gluen, lactose, etc.
Because it was called "Just Mayo", which leads me to believe it is the real thing
Just Mayo

it said mayo
that was the label discription
No additives and the name says just mayo.
seems like real mayo
The label has just mayo

1
2

Mayo

New Mayo Product


Evaluating a jar of non-GMO vegan mayonnaise.

Cause it's called "just mayo"

Looks like is real Mayo


It may not have eggs, but it has enough of the right ingredients to have the right
taste and texture to be mayonnaise.
its mayo
The label and ingredients list.

2
2

I say that because the product is called Just Mayo and the product looks to me like a The main topic of this survey is that I viewed a product called Just Mayo and then I had to
healthier version of mayonnaise. It's organic, natural and very healthy to eat. It tells explain what I liked about the product and what I thought the product actually was. After I
me on the package to refrigerate after opening which I do when I use mayonnaise. said that I thought the product was mayonnaise, I then had to explain why I had thought the
The product looks like mayonnaise and as I mentioned before it is called Just Mayo product was mayonnaise. I had to explain why I answered the way I did.
which is mayonnaise.
The brand name was real mayo...
looking at a jar of Real Mayo
that is what the labels says it is, Just Mayo.
mayonnaise

mayonnaise
Mayonnaise by Hampton Creek.

Because it sells itself as JUST mayo which suggests that other mayo's have other Mayo
things in it that do not make up the actual mayo recipe
"Just Mayo" ... the title says it is just mayonnaise, but there is more to it because this Mayo
is an egg free mayonnaise and mayonnaise is made from eggs.

It looked like mayonnaise, and the label confirmed that it was


It was mayonnaise with a clean ingredient label.

NOTHING
1
nutrition label and the word joy
1
No
1
nope
1
no
1
Appears to include all natural ingredients.
1
I like the name Just Mayo makes me think I'm eating healthy. I also like the overall 1
look of the packaging it gives a very earthy and relaxed vibe. Makes me take a
second look. My overall impression of this item is it fits right into a whole foods
kind of environment. It makes me want to not wear any make up, wear all organic
cotton, slap on a pair of clogs and go buy some healthy mayo!!

organic, fresh, made with care, nothing artificial ingredient wise

1
1

Nothing specific that might make me buy it over the brand that I use now.

1
3
3

Mayonnaise
Reading the entire label on the jar.

The label seems pretty "generic" but maybe that is the goal. I suspect that this
product, from a company based in SF, CA will not be inexpensive, as anything
made in SF costs a fortune as the real estate costs are extremely high. Very
interested to know the cost of this product AND to read or hear some expert
reviews on its taste, etc.

3
3

based on what I said on the last 2 panels.


The name of the product on the jar states Just Mayonnaise or Just Mayo, which
seems to imply this what it is.

This is a "mayo" that somehow has NO egss, NO dairy, and is still full of fat
(10 MG), but is cholesterol free and free of GMOs, gluten and just about
everything else. The name "Just mayo" is basic and clear.

1
1

no apparent added ingredients


60 servings per the 30 ounce jar.

pertains to mayo
Just Mayo
Mayo.
A new brand of Mayonnaise
Just mayo

natural
Seems like it
the label said so.
It is called just Mayo and from what I can tell that is exactly what it is.
The name is Just Mayo. The ingredients are basic and not hard to pronounce.

1
1
1
1
1

1
1

no
No cholesterol
Simple packaging.
It is from a company that I have never heard of. 90 calories per serving.
No.

1
1

I like. Very natural. Would have to taste,


Looks like something I would try
Non-Gmo, natural organic Mayo. Pure untampered food.
It is a mayonaise product that is non GMO.
The label was basic but just right. the basic color and ingredients made it look
healthy and it would persuade my to purchase the product. the low fat and no
sugar is also a factor. the Egg logo with leaves is nice.
Mayonnaise
A 30 ounce jar of Just Mayo with no cholesterol and 5% daily recommended
amount of fat (0% trans), 0% of daily recommended vitamins and 0% carbs.

3
3

Resding labels & interperting them

3
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2
2

The description of it.

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1

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1

Looking at a jar of mayo and answering some questions.


Just mayo mayonnaise
food
joy on your sandwish
It was on Mayo

1
1

1
1
1

The label said so.


The name for one. And the various claims of gmo free and blah blah blah
it said it
the bottle look like a mayo bottle
I remember it being called mayo

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no
I like the do dad coming outta the uoc. Or sprouting one could say
looked old
nothing else
It was a bland label but it had a twitter and facebook address.

3
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3

1
1
1

nothing else
1
Don't like canola oil so I'm not wild about that being in there.
1
tHE LABEL WAS APPEALING AND WOULD STAND OUT IN THE MAYO AISLE 1

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1
1
1

3
3

just mayo kinda lain


like an organic mayo
IT WAS A JAR OF MAYONNAISE.. IT IS GLUTEN FREE, EGG FREE,
LACTOSE FREE. HIGH IN AT 15G ONLY 5G SATURATED . AN AVERAGE
MAYO
A jar of mayo with a minimalist label design.
A non gmo organic style mayo thats egg free.
old fashion
it look like mayo
Hampton Creek mayo - Lactose Free, Dairy free, Soy, serving size is one
tablespoon.
It is a mayonnaise ...Hampton Creek CA & it lists the values of Sodium etc.

1
1
1

1
1
1

1
1
1
1

1
1
1

2
2
2

no
gluten free, soy free, dairy free
Lower fat than I would expect for mayo
no nothing else but a jar of mayo in the picture presented to me

2
1
1
1
2

Simple mayo

3
3

Just Mayo. No Gluten, GMOs, Eggs and all that other stuff. Just a few simple
ingredients.
a jar of mayo
non Gmo organic mayo
Natural mayo
I saw a jar of hampton creek mayo

1
1

no
It's a product I would try.

Q5_1
Q6_1
This product contains almost all the ingredients regular mayonnaise contains without I was asked to look at a particular brand of mayonnaise as well as the ingredients it
the sugar.
contained. I was also asked if this was real or immatation.
it was mayo
looking at labels and giving a description of the label i guess
It's what the label said.
A real Mayo product made from ingredients which are good for you and no harmful additives
are added.
While it's a vegan recipe, it's still made to be mayo and not some other sandwich
Just Mayo mayonnaise.
spread. Just a good natural alternative to typical egg based mayos
the label of the jar
If we like a new mayo product
named Just Mayo
Just mayo label
The label says it is mayo
Mayonnaise
I didn't see anything that told me is wasn't anything but real mayo
I looked all around a jar of Hampton Creek mayo that included the front label and a label in
back listing the info of the contents of the mayo
its says just mayo
mayo
That's what the label said.
mayo
BECAUSE THAT IS WHAT IT WAS
MAYONNAISE

Q4
1

Q3_1
Perfect for anyone on a sugar free, non genetically modified diet.

4
1
1
1

2
2

3
2

Q2_1
Mayo that's carbohydrate free, sugar free, contains non genetically modified
ingredients and dairy free.
it is mayo in a far
An organic form of Mayo with no ingredients which are bad for you.

1
1

Just mayo
Mayonnaise

mayo that is non gmo


mayo
to describe the jar of mayo and to get our thoughts on this new type of mayo product
Real mayo
Mayonnaise

mayo
Mayo!

1
1

because its called just mayo


mayonaise
It is called just mayo - I am not sure if ingredients of typical mayonnaise but am lead Looking at a product, in this case called just mayo, viewing the product from all sides by
to believe by its name that it is mayo, not a mayo-like spread (like miracle whip)
rotating picture, then studying label

1
1

its called just mayo


It had all the right ingredients. It also said it was mayonnaise on the label.

review of mayo
Condiments in the beginning, later narrowed down to mayonnaise, specifically gluten free
non-GMO product.

1
1

The label describes it as mayonnaise.


Due to the ingredients and kosher being on the label.

Mayonnaise sandwich spread.


Describing contents of a mayo container

because it is called Just Mayo

mayonnaise

1
1

it said real mayo


mayo
It has 10 grams of fat which most real mayonayse has in it. It is creamy looking like I don't remember the name of this mayonyase, I am thinking it was called Holbrook or
real mayonayse. It is made with ingredients consistent with real mayonayse.
something like that. It is about how this mayonayse is made from NON gmo ingredients.

1
1
1

by the title, just mayo


Mayonaisse
If it was salad dressing it would not say Mayo
mayonnaise
I am not sure what real mayonnaise is, so the fact the label calls it this, I accept that. The study of a mayonnaise product was the subject of this survey.

1
1

The name. Just Mayo


It looks like Mayonnaise. It's in the same kind of jar as Mayonnaise. It has all the
same stuff in it that Mayonnaise has. It's Mayo.

Mayo
Getting a reaction to a new Mayonnaise product.

Plan label, large jar, must be refrigerated after opening. Had apple cider vinegar 1
in it, which I think is an unusual ingredient in mayo.

The name. The product list was a bit confusing, because the ingredients (while
being all natural, GMO free etc. etc.) don't have any egg. I'm not sure what goes
into mayonnaise but I'm fairly sure it's not just supposed to be oil.
It looks like a real mayo
The label and its contents.

What did I notice about the label on the Just Mayo product.

Mayo
The label of a new mayo jug/jar.

1
1
1

it is called just mayo


about a jar of mayo
it said real mayonnaise on the jar.
an ad for a mayonnaise product.
The label of ingredients and that it's called "Just Mayo" leads me to believe it's real Opinions about a new product called Just Mayo.
mayonnaise.

no eggs like n real mayo

mayo
Joy on your Sandwich, a healthy alternative to Mayonnaise.

2
2
2
2

I know the ingredients in real mayonnaise. What is in this is not oil and eggs. It is a
spread to resemble the real item
no eggs
It doesn't have the same ingredients as real mayonaise
no eggs
missing eggs and no protein

It's my belief that real mayo is made with eggs.

A new mayo product

2
2
2
2

no eggs
no dairy
how can they do it without all of the fat
My understanding is that a basic mayonnaise is made by whipping together oil and
egg. This product does not contain egg and instead has several unusual
ingredients, like pea protein, presumably to help give it structure and texture.
made from soy
Real mayo has eggs. This product doesn't.

mayo
mayo
mayonaise and what we think of a natural low cal mayo
A particular type of mayonnaise.

mayo
Joy mayonaise
a mayonnaise type dressing
mayonnaise

mayo like
A mayo product from Hampton Creek Farms.

Case 2:14-cv-06856-WHW-CLW Document 10-6 Filed 11/07/14 Page 3 of 8 PageID: 118

PanelID
14890790

S1 S2_1 S3_1 S3_2 S3_3 S4_1 S4_2 S4_3 S4_4 S4_5 S4_6 S5_1_1 S5_1_2 S5_1_3 S5_1_4 S5_2_1 S5_2_2 S5_2_3 S5_2_4 S5_3_1 S5_3_2 S5_3_3 S5_3_4 S5_4_1 S5_4_2 S5_4_3 S5_4_4 S5_5_1 S5_5_2 S5_5_3 S5_5_4 S6 S7 S8 S9 S10 Q1 JUST MAYO (ACTUAL) JUST DELICIOUS DRESSING JUST MAYO DRESSING NOT QUITE MAYO
1 25
12
28
1964 2
2
2
2
2
2
3
1
2
1
2
1
2
3
1 1 1 3 3
1 1

Q2_1
Q3_1
an organic mayonnaise that is made for those with specific dietary restrictions nothing els

Q4
2

Q5_1
it doesn't have all the ingredients used to make traditional mayonnaise

Q6_1
condiments

149632681

18

11

25

1949 2

it has no eggs - real mayo has eggs and vegetable oil.

Just Mayo an egg-free spread like mayo

4778288

02

10

20

1967 2

I guess it seems to me that "real" mayonnaise contains eggs, although I couldn't say A product called "just Mayo."
for sure now. I would have looked it up online but, obviously, part of the survey was
not opening other windows. The primary ingredient in "just Mayo" was non-GMO
canola oil. Are most mayos made from canola oil? I'm second-guessing myself.

2577496

41

05

28

1953 2

10109526

22

07

05

1969 2

13967304

42

02

28

1949 2

13494083
15526336
12173694
15217179

1
2
1
2

20
21
25
42

08
07
05
04

28
13
11
22

1959
1979
1974
1959

2
2
2
2

2
2
2
2

2
2
2
2

2
2
2
2

2
2
2
2

2
2
2
2

1
1
1

149783118

04

06

21

1940 2

13021588
149780660

2
1

39
25

01
02

02
03

1984 2
1981 2

2
2

2
2

2
2

2
2

15335128
149271507
3796533
12705427

2
1
2
2

53
39
33
27

09
11
09
01

23
30
20
15

1976
1944
1977
1955

2
2
2
2

2
2
2
2

2
2
2
2

2
2
2
2

14962172
2598620
13748487

2
1
2

24
39
18

04
07
10

24
02
07

1981 2
1972 2
1972 2

2
2
2

2
2
2

2445274

48

04

30

1963 2

149528904

12

02

19

1944 2

2610778
3883403
13028687

1
1
2

17
53
39

10
10
06

30
26
25

1565098
11471223

2
2

20
21

02
11

15457610
12600801
12673672

2
2
2

45
25
42

14181003
13852287

1
2

149773228

non-GMO no egg mayonnaise 14% fat canola oil 33% sodium - 20 oz

A healthier alternative to regular mayo. I like that it is non-GMO and has


natural, organic ingredients.

It was a non GMO mayonnaise. The typical container listed non-gmo, gluten It is made by Hampton Creek and there were twitter and facebook page listings.
free, dairy free, and Kosher.
plain. I like that it is gluten free. But it does not have very much of anything in To normal people they would not buy this product but the dairy free egg free
it. To someone that is gluten free, dairy free, egg free it looks very normal.
gluten free would buy this product.

new product that is gluten free, non-soy, non-dairy.....little fat, litle cholesterol

2
2
2
2

1
1
1
1

2
2
2
2

1
1
1
1

2
2
2
2

3
3
3
3

1
1
1
1

1
1
1
1

healthy to take with a meal.


All natural mayonnaise, non GMO, gluten free, dairy free, etc.
some sort of canola oil mayo like product...
mayonnaisse,egg free,gluten free,soy free

2
2

1
1

2
2

1
1

2
2

1
1

2
2

1
1

2
2

2
2
2
2

2
2
1
2

1
1
1

2
2
2
2

1
1
1
1

2
2
2
2

1
1

2
2

1
1

2
2
2

2
2
2

2
2
2

2
2
2

1
1
1

2
2
2

1
1
1

2
2
2

1
1
1

2
2
2

1
1
1

2
2
2

1950 2
1950 2
1935 2

2
2
2

2
2
2

2
2
2

2
2
2

1
2
2

1
1

2
2

1
1
1

2
2
2

1
1
1

2
2
2

1
1

2
2
2

21
13

1951 2
1954 2

2
2

2
2

2
2

2
2

1
2

1
1

2
2

06
07
09

08
04
02

1971 2
1949 2
1953 2

2
2
2

2
2
2

2
2
2

2
2
2

2
2
2

1
1
1

2
2
2

1
1
1

2
2
2

1
1

42
26

10
09

14
29

1952 2
1959 2

2
2

2
2

2
2

2
2

2
2

1
1

2
2

1
1

2
2

22

12

08

1995 2

12810654

20

04

09

1954 2

4024607
10112309

2
2

39
17

02
08

07
19

1967 2
1937 2

2
2

2
2

2
2

2
2

2
2

1
1

2
2

1
1

2
2

11813754
2931402
15513367
2570345
14081622
356093

1
1
2
2
2
2

06
18
19
06
16
53

02
01
08
02
10
05

02
29
16
19
18
13

1952
1948
1969
1973
1970
1979

2
2
2
2
2
2

2
2
2
2
2
2

2
2
2
2
2
2

2
2
2
2
2
2

2
2
1
2
1
2

1
2
1
2
2
2

1
1
1
1
1
1

2
2
2
2
2

1
1
1
1
1
1

15401297

32

04

25

1970 2

149053278
10347919
11374136
541318
12774258

1
1
2
1
2

18
47
42
48
06

09
01
04
10
10

10
11
23
22
19

1942
1983
1978
1953
1946

2
2
2
2
2

2
2
2
2
2

2
2
2
2
2

2
2
2
2
2

2
2
2
1
2

2
2
2
2
1

1
1
1
1
1

12821091

12

09

29

1988 2

2666004

12

06

13

1970 2

15118026

22

07

26

1970 2

126125

39

02

24

1955 2

149342932

51

10

12

1947 2

13650610

42

09

08

1983 2

149455926
15473373
15545909

2
2
2

27
06
48

04
07
05

29
03
18

1987 2
1980 2
1992 2

13828009

55

06

23

1454644
2887973
149361738

2
2
2

36
49
41

05
08
12

14616948

12

149313640
14435202
13838971

1
2
2

149738252

3
1
1

2
2
3

1
1

3
3
3
3

The product seems to be a good alternative to using "mayonaise"...only 10g


fat, no glutons, no egg, etc.

3
3

1
2

3
3

3
3

1
1

1
1

it's mayo
n/a
Whole foods type of mayo product. no protein, no carbs, moderate fats. Made The label/art seems like something that would fit on the shelves of WholeFoods
with no eggs, gluten, or other allergenic ingredients.
really well and I can also see it mixing in at Target for some reason.

3
3
3
3

3
3
3
3

1
1
1
1

1
1
1
1

3
3
3

1
1
1

1
1
1

1
1

2
1
2
2

2
2
1

3
3
3

1
1
1

1
1
1

1
1
1

3
3
3

3
3
3

1
1
1

1
1
1

1
1

1
1

1
1

3
3

3
3

1
1

1
1

3
3
3

1
1
1

1
1
1

1
1
1

3
3
3

3
3
3

1
1
1

1
1
1

1
1

1
1

1
1

3
3

3
3

1
1

1
1

2
2

2
2

1
1

2
2

1
1
1

2
2
2

1
1

2
2

1
1

2
2

1
2

3
3

3
3

1
1

1
1

2
2
2
2
2
2

1
1
1
1
1

2
2

1
1
1
1
1
1

2
2
2
2
2
2

1
1
1
2
1
2

1
1
1

1
1
1

3
3
3
3
3
3

3
3
3
3
3
3

1
1
1
1
1
1

1
1
1
1
1
1

2
2
2
2
2

1
1
1
1
1

2
2
2
2
2

1
1
1

2
2
2
2
2

1
1
1
1
1

2
2
2
2
2

3
3
3
3
3

1
1
1
1
1

1
1
1
1
1

2
2
2

2
2
2

2
2
2

2
2
2

2
2
2

1
1
1

2
2

1
1
1

2
2
2

1950 2

01
23
29

1949 2
1985 2
1948 2

2
2
2

2
2
2

2
2
2

1
2
2

2
2
2

1
1

2
2
2

1
1
1

2
2
2

1
1

2
2
2

1
1

2
2
2

10

27

1947 2

36
21
27

03
06
06

13
30
13

1949 2
1941 2
1952 2

2
2
2

2
2
2

2
2
2

2
2
2

2
2
2

1
1
1

2
2
2

1
1
1

2
2
2

1
1
1

2
2
2

1
1
1

2
2
2

39

09

23

1967 2

14843891

09

12

05

1980 2

15412665

29

01

31

1953 2

3665038

36

03

25

1948 2

1993475
4137066
15181143

2
2
2

12
42
34

12
07
07

03
12
02

1951 2
1976 2
1973 2

2
2
2

2
2
2

2
2
2

2
1
2

2
2
2

1
1
1

2
2
2

1
1
1

2
2
2

1
1
1

2
2
2

13166227

51

01

28

1969 2

5054895
149766643

1
2

12
42

09
07

02
03

1959 2
1991 2

2
2

2
2

2
2

2
2

2
2

1
1

2
2

1
1

2
2

1
1

2
2

1
1

2
2

3939845

12

11

30

1959 2

149226802

47

07

29

1949 2

13287191

42

06

10

1974 2

1635800
685987

2
2

32
34

05
07

31
05

1953 2
1960 2

2
2

2
2

2
2

2
2

2
1

1
1

1
1

2
2

1
1

1
1

2
2

148964440
149741154

1
2

06
34

02
06

11
05

1992 2
1956 2

2
2

2
2

2
2

2
2

2
2

1
1

2
2

1
1

2
2

1
1

2
2

1
1

13237342
5255706

1
2

20
47

05
06

14
18

1964 2
1976 2

2
2

2
2

2
2

2
2

2
2

2
2

1
1

2
2

2
2

2995575
14516308
4462507

1
1
1

47
17
21

09
08
03

08
28
12

1976 2
1947 2
1951 2

2
2
2

2
2
2

2
2
2

2
2
2

2
2
2

1
1
1

2
2
2

1
1
1

2
2
2

1
1

2
2

149475731
13769965
148957775
10068936
15516245
133096

1
2
1
2
2
1

36
36
53
47
39
47

07
01
12
04
12
03

20
18
25
03
17
08

1980
1947
1974
1973
1963
1943

2
2
2
2
2
2

2
2
2
2
2
2

2
2
2
2
2
2

2
2
2
2
2
2

2
2
2
2
1
2

2
2
2
1
2
2

1
1
1
1
1
1

2
2
2
2
2
2

1
1
1
1
1
1

2
2
2
2
2
2

1
1
1
1
1

15120264

02

12

09

1991 2

149269168
3330838
13884756

2
2
1

26
47
17

10
04
02

27
14
19

1985 2
1978 2
1964 2

2
2
2

2
2
2

2
2
2

2
2
2

2
2
2

1
1
1

2
2
2

1
1
1

2
2
2

1
1
1

2
2
2

3486370
15602848
13094906
11908493

2
2
2
2

36
51
41
48

10
04
11
11

20
18
05
10

1960
1989
1962
1970

2
2
2
2

2
2
2
2

2
2
2
2

2
2
2
2

2
2
2
1

2
2
2
2

2
2
2
2

2
2
2

1
1
1
1

1
1
1

1
1

15319795
15434133
15467701
13267888
2210922
14776820

1
1
1
1
2
1

39
23
42
29
40
17

03
05
10
05
09
09

30
09
06
22
03
02

1934
1967
1938
1980
1969
1961

2
2
2
2
2
2

2
2
2
2
2
2

2
2
2
2
2
2

2
2
2
2
2
2

2
1
2
2
2
2

2
2
2
2
2
2

1
1
1
1
1
1

2
2
2
2
2
2

1
1
1
1
1
1

2
2
2
2
2
2

1
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1

149536379

27

07

23

1990 2

272587
14158280
149053553

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06
12
32

07
11
05

23
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15

1956 2
1958 2
1967 2

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12258692
15064002

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39

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1943 2

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4764728

12

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12

1980 2

149484853
10542462

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26
18

01
08

17
25

1970 2
1975 2

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13888721
15217418
5176327
14406720
15247886

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1983
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15468163

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336582
148909690

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13602429
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4

i read the ingrediants

the bottle of maynayes

how can it be dairy free, egg free, and made primarily of only oil and vinegar? how new product that hopes to replace traditional mayo
is that mayo?
it is a cross between both items.
It is about a new product a cross between mayo and horseradish.
There's no dairy in it
An all natural mayonnaise type product
It is not made from eggs...
mayo type product...
because the label says it's egg free. Real mayo contains eggs
product labels

2
2
2
2
2

The fat content to my knowledge appears to be much lower than other brands...no
eggs and NO glutons make it different also...AND why would the product tout NO
CHOLESTERAL???
It's dairy, gluten, egg, and soy free
It doesn't have many of the ingredients used in, what I would consider, real mayo.

a DISCUSSION OF A PRODUCT IN A JAR NAMED JOY.

great new kind of Mayonaisse


nongmo diary free gluten free egg free soy free etc
2
a colored jar of mayo
no
2
A GMO-free soy- and egg-free mayonnaise
organic
2
It is cholesterol,gluton.dairy and egg free. also has no GMO's added and is soy It is 90 calories per 1 tablespoon
2
and lactose free. this mayo is kosher with low trans fat.
Healthy alternative to Mayo. No eggs used. Good depiction of product
Looks rustic
2
Unique, healthy and very good for additives
Nice size and portions.
2
It is healthier than regular mayo. It is plain. The packaging is plain. It is not It would be good for people with allergies.
2
very appealing.
imitation mayonaise. no cholestorol or egg product. a little fat, no other
gluten free but I don't care about that.
2
nutrition value. Never heard of company that makes it.
A fresh new option - very low fat - no GMO's - nothing like it on the market that nothing I can think of
2
I am aware of
non gmo. dairy free
not for me
2
an alternative to regular mayonaise
the usual...non this, non that
2
Interesting. Sounds good from the list of ingredients and the fat and sodium In order for me to try this mayo I would really prefer a very small jar for my first
2
content. But, I am partial to Hellman's Mayo.
purchase.
Moyo - Non GMO, healthy, no carbs
Gluten free, soy free, dairy free
2
This is the first fat-free, dairy and gluten-free mayo I've seen. GMO free, too. The label is bland, and it seems to lack punch with just the black on the sort of tan 2
Sodium is a little high, but the calories aren't too bad per tablespoon (per
background.
serving).
mayo with a brown label and black writing
0 protein and 90 calories
2
Is kosher mayo,cholestrol,egg & gluten free. only 90 calories from fat.
no
2
mayonnaise that is soy-free, dairy-free, gluten-free, egg-free, has no GMO
also choloesterol free
2
ingredients, and is kosher
average
nothing
2
-Mayo that has 90 calories per serving, 60 servings per container.
No
2
-No cholesterol, no gluten, no eggs, no soy, no lactose, no sugar.
-Daily nutritional values: 75 mg sodium, 0% cholesterol, 0% carbohydrates, 0%
sugars, 0% fiber, 0% protein
-30 oz. jar
-GMO free
It was clearly a label to condiment: just mayo. It appeared on a brown label, It also told where you could learn more about it and where it was manufactured.
2
where it distinctly described the nutritional information as well as the
ingredients. It seemed to be a healthier or organic version of the product.

no eggs
that is what I saw
i think real mayonnaise has egg and this has none
It is dairy and lactose free

a new mayonaisse with out a lot of bad stuff in it.


mayo
Mayonnaise!
Mayonase

It doesn't have all the typical ingredients of mayo


It seems to have the same similarities of mayo but not all/.
Real mayo has all of the stuff in it that this one leaves out, like the dairy.

Advertisting new type of product


Study about Mayo
Real Mayo

It says Mayo on the label, but doesn't have regular "mayo" ingredients.

consider the label on this brand of sandwich spread

No eggs

a low fat and no GMO sandwich dressing

no eggs
because it pretty much suggested that on the label
I say that it is not real because I believe to be real mayonnaise must be made with
eggs.
I thought mayo needed eggs to be real.
Because I saw it as mayonnaise for some reason. But, I cannot imagine a mayo
made without fat.

review a new mayo concept


this survey is about a mayonnaise substitute
The main topic seems to be a new mayonnaise product, and the ingredients used to make
the product. It also shows the nutritional values.
Just Mayo product
Mayonnaise.

it looks like mayo and something you put on a sandwich.


I don't know
I believe mayonnaise is and egg and oil emulsion, and since this doesn't have eggs,
I don't believe it is "real" mayonnaise, although it may be very similar
from the label
Real mayonnaise has eggs this product does not according to the ingredients on the
label.

it is about mayo
Dressings
mayonnaise

It just seemed to be the healthier alternative.

To describe a photo of a mayo label.

Just Mayo. It was cholesterol free, gluten free, no dairy I believe. So I am


guessing it is for people who have allergies to certain things or are on gluten
free diets. I thought the fat was high at 10 but the sodium was low at 75.
Label made it look kind like a health food. Liked the brown paper label, made
it look simple but appealing.
mayo that is free of soy and dairy. is low in calories and is organic
A non-GMO cholesterol free, sugar free, 3 g saturated fat, no vitamins, 60
servings, jar of mayonnaise.
Imitation Mayo
It is mayo?
Just Mayo - No GMO's, pretty good ingredients
simple healthy high quality non GMO soy and dairy free mayo
natural mayo
nothing I would consider purchasing, boring brown label, nothing eye catching.
Good information but too much
This product is soy and dairy free while being low in calories.

2
2

a survey about mayo


The jar of mayo

mayonaise
Information on a GMO free mayonnaise label.

The jar was a nice size at 30 ounces.

gluten free
lactose free
non dairy

Mayo for people on special diets.

lactose and gluten free


90 calories, 75 mg sodium, no protein.

2
2

made organically and healthier version of mayo


Real mayonnaise contains eggs and saturated and unsaturated fat, and sodium.

new product of mayo


To measure how carefully consumers read product labels.

no
No
Egg-free, lactose-fee, dairy-free
Hampton creek
i like it, less calories
no

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2
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2

It is healthier for you than regular mayonnaise.

Real mayo should have eggs in it.

Product labels. Mayonnaise.

Mayo, but healthier mayo than the usual, plus it is gluton free for people who Yes, No GMO
need this. Lactose, Dairy, Soy and Egg free also.
The premium brand - Hampton Creek Mayo. It has non-GMO and cholesterol It is 30 oz jar.
free and dairy free product. It has simply ingredient and you can enjoy.

Real Mayo contains egg, but this one doesn't.

Mayonaise

Because it is healthy and cholesterol free.

Mayo.

A simple product with no unnatural preservatives added.

I don't see the typical eggs or higher fat oils added (olive oil).

A new simple, organic Mayo product.

Not really.

It doesn't contain the basic ingredients of 'real' mayo.

Look at a new mayo brand and read the label.

Organic, non-GMO based mayo with no cholesterol and does not contain
eggs.
It's a new brand of mayonnaise that is egg free, gluten free and dairy free. It
sounds good depending on the taste.
It is a dairy free mayo product that is non gmo, cholestoral free and soy free

It is lactose and egg free

The main topic is on the product just mayo, which is an alternative mayo spread

1
1
1

1
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1

Organic, Non GMO, non dairy, soy free


Mayo in a non see threw container
An organic, gluten free, GMO free mayonnaise product.

Yellow Just Mayo label


Not much on the label
I am curious how they developed a mayo without eggs or dairy...isn't that what
mayonnaise is consisted of?
no

2
2
2

because the label says just mayo and it says it is dairy free so I know it is not real
traditonal mayo
All organic and natural
You can not see threw the container and the label isn't soecific
It said it was egg and dairy free, and those are primary ingredients in mayo

because of the ingredients or lack of

mayonnaise

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Mayo made totally different than the traditional Mayo. None of the regular
ingredients are in it. I would consider it much healthier by today's standards.

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The label is not appealing except for the word Joy


I don't understand what your asking exactly.
no

2
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2

It states it is just mayonnaise


It has no eggs..
1T = 90 calories

Condiments
A mayo label.
mayonnaise

It is a completely natural product from a small company


Clean mayo. Kosher. Relatively healthy.
new mayo
soy, egg, gluten, dairy-free
non-gmo
Hampton Creek
plain brown wrapper
JOY on your sandwich
Mayo, Non GMO, 90 Calories for 1 TBSP. Calories from fat 90. 10 grams of
fat with 1 gram saturated fat. Egg free, Gluten Free made from Canola oil.

Just Mayo.

It has no Eggs in it and is primarily Canola Oil.

Just Mayo which is not really mayo but probably will taste as such.

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no
taste????
The label said it was "JOY on your sandwich" which means it must be tatsty.

2
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2

i don't know
because it is so
Real mayonaise has eggs and dairy productus in it and this one does not. It is a
product that resembles mayonaise for those who have food allegeries or religious
beliefs that prevent them from using real mayonnaise.

mayo
mayonnaise
Reviewing the product called "Just Mayo" and studying the product and it's labeling.

The label on it is very plain

no eggs - I thought mayonnaise always had eggs

mayo

mayonaise
very fake mayo.
Mayonaise type of sandwich spread called Just Mayo that is Kosher, GlutenFree, Egg Free & Lactose Free for people with those dietary restrictions.
There are 90 calories per Tablespoon and all of those calories come from fat.
The sodium content was only 3% which was good as far as I'm concerned. It
also said it was Non-GMO but I'm not familiar with that term so it didn't mean
anything to me - I'm guessing it has something to do with being organic or
natural.
It is a mayo without the things you would normally find in a mayo like eggs,
cholesterol, gluten and it is kosher
Egg free, gluten free, low calorie, high fat substitute for Mayonaise.

Had a "recycled" label look which makes it look more organic.

Mayonnaise substitute

I see it is made in San Francisco which may explain the focus on odd ingredients. 2

Because it looks exactly like mayo although it doesn't have same ingredients, but
you use it the same way.
There are no eggs.

It good for you

The real product has a lot of extras in it

Trying to find out what we think about this mayo

dairy free
Plain label
it has less saturated fat than regular mayo and is madewith non gmo canola oil

2
2
2

the term mayonnaise implies specific ingredients


It says just mayo
Because mayonaise is made with eggs and this was made with canola oil

a type of mayo
To look at a new product
just mayo

It is soy-free. It has 10g of fat in it.

a new spread like mayonnaise

3
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3

A mayonnaise product that has many benefits.

2
2
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2

It did not contain the ingredients that are found in regular mayonnaise.

Free of a lot things I don't want. Unique in that has no dairy


Can't think of anything
yuppie vegetarian mayo
would be better than miracle whip
Jar of mayo most likely found in a specialty section of the store
No gmo
Fake Mayonaise
no
A non gmo mayo type spread,that has no sugar. It also has no eggs or milk
The label was brown & it was made or distributed from San Francisco. A serving
products.
size was 1 tablespoon.
Hampton Creek organic, soy-free, dairy free, egg-free mayonnaise. Non-GMO. Nope.
Use "Joy" in the slogan. Brown. Trying to market itself as healthy. Kosher.

No it looks healthy to use.


no
nope
90 calories per serving, calories from fat 90,1gram saturated fat, no protein or
sugars
Nothing else, OTHER than the label SUCKS!

no eggs
mayonaise
Not made with eggs
Just mayo
No eggs, is a mayo substitute
Just Mayo
it did not contain the traditional dairy ingredientts
Mayo
because it is all natural
natural mayo
mayonnaise is three/four specific ingredients that you can make out of your fridge
a mayonnaise label
anything else is a 'mayonnaise like product' to me
It contains more healthier ingredients and not full fat ingredients like real mayonnaiseMayonnaise product
does.
Does not include ingredients of real mayo
Evaluating a product that replaces real mayo
mayo is made from eggs and not pea protein powder
A new miracle whip type product that shouldnt be called mayo
The picture of a plant
What I saw when I looked at a jar of non gmo mayo like product
real mayonnaise has eggs in it
Fake Mayonaise
It didn't have any eggs in it.
Review of a mayo type product.

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1

This appears to be some generic mayo. The label is very plain and the
ingredients are not what I expect mayo to be made from.
It is a very basic product. It is free of things most people don't want in what
they eat.
high fat, non gmo
Non Gmo mayonaiase without milk, gluten or dairy
it is called just mayo, it is kosher, non gmo, nothign artificial

It is a non-GMO and all-natural new mayonnaise.

Mayo
About mayo label
Mayonnaise

This is about a 30 oz. jar of fake mayo made to California standards.

2
1

3
3

3
3

1
1

1
1

gluten dsiry free mayo


not sure
A jar of mayonnaise with an orange label. It's called just mayo. It's gluten free, It's gmo free
soy free, gluten free. It has 90 calories per serving and 90 calories from fat.

2
2

To me, mayonnaise is made with eggs and dairy, and this is not. It is oil-based,
mainly.
no eggs
I assume it's a dressing like mayonnaise

Has no egg whites, an ingredient in Mayo.

To see if I would buy this product.

mayonaise has eggs in it

A new product that is non GMO and gluten free mayonaise.

Non-dairy Mayo, Seems to have no artificial ingredients or any "altered"


Seems to be "low calorie", kosher and "generically" labeled.
ingredients.
This seems to be a very healthy product. It is A Mayonaise product without
Appears to be all natural
gluten, eggs or GMO
Mayo that is dairy free, egg free, soy free and made with non gmo food items. No cholesterol too

Mayonnaise is made with eggs.

Mayonnaise

1
1

1
1

1
1

3
3

3
3

1
1

1
1

What is GMO?
The brown bag label would make me think it is environmentally friendly.

2
2

It isn't normal
Real mayonnaise is made with eggs. This product is diary free.

2
2

3
3

2
1

3
3

3
3

1
1

1
1

healthy mayonnaise
Not really.

2
7

2
2

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3

1
1

1
1

1
1

3
3

3
3

1
1

2
2

Ummmm... comes in a glass jar with a screw-off plastic lid.


I think it was made in San Fran

1
1

real mayonnaise is not healthy


It might be mayo, but might not be. Hard to tell. Very non-specific. I don't really
know what it is.
Because that's what it is
The shape of the jar and the nutrition label.

Mayo?
Promotion of alternative mayonnaise product. I have seen vegan mayonnaise in the
supermarkets recently.
mayonnaise
Reading a label on a jar of what might be mayo.

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1

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not really
no
Of course there was no fiber contained in the product.

1
1
1

its appearance
mayo
For your sandwich
Sandwich spread
Since that is the product I am most likely to buy, I guess that's the one I think of first. Identifying a spreadable dressing and remembering facts about it.
I don't buy tartar sauce, mustard, etc.

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1

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1

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2

The label is brown, not appealing


Fat-free, vegan, no preservatives, no diary, no soy and environmental friendly
alternative mayonnaise product
vegan, healthy, organic,
A jar of cholesterol-free, lactose-free, non-GMO mayo in an unattractive
container.
I'd describe it as a jar of mayonnaise.
Organic mayo with simple labeling. Made with non-GMO canola oil. Still high
in fat and calories. Have a facebook page.
mayo
Mayonaise
It appeared to be a mayonnaise type product. It had 90 calories and 10 grams
of fat per tablespoon. It has to be refrigerated after opening. The name was
very friendly with words like "joy".
It's very good.
interesting
aN ALL NATURAL PRODUCT
plain packaging
mayo
Looks like a "healthy" mayonnaise.

It's very good.


good quality
made naturally
I first thought it was mayonnaise.
natural, better for you than most store bought
90 calories per serving (one tbsp).

1
1
1
1
1
1

It's very good.


ingredients
It says it is a dressing
The labeling reminded me of mayonnaise.
the color of the item in the jar, the look of what is in the jar and the desciption
Thought it said that.

It's about the bottle design and product preview.


new mayo
Dressings
sandwich dressing
a spread which goes on sandwiches and other things
Analyzing a mayonnaise label.

beause ity is made of real ingredients that are all grown and not chemicaly made

the main topic is about organic mayonaise

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1

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3
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1
1
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1
1
1

It is made from natural ingredients


What it said
That's what it is.

mayonaise
Mayonnaise
Dressings

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1
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1

1
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Mayonnaise
Looking at 3D images
mayo or something like it
a mayo product called Joy

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organic non-gmo salad dressing


organic, non-gmo salad dressing
Condiment free of gluten,Kosher,light salt,low fat.
Non-GMO, Dressing
It is a spread for your sandwiches. It is gluten free and non-GMO.
Just Delicious dressing by Hampton Creek, which sounds like joy as it is
cholesterol and gluten free as well as fat free.

That's what it said


It said mayo
it just looked like it is some simple kind of mayo
I'm not sure what the mayo in the store uses, I've never really read the ingredient
labels on those. but I like that this one uses non-gmo ingredients.
the ingredients
It has real ingredients
Because of its' content and decription
I saw the word dressing
I don't think it was mayo or it would have said on the package.
The description says dressing sauce without going into any more particulars plus it's
only 90 calories per serving so it has to be a substitute for mayonnaise.

An Organize Mayo, With no GMO, gluten free, soy free, and egg free product

The product labeled itself as a dressing

a dressing label

a dressing that is like a mayo, called "joy"


Hampton Creek "Just Delicious" Dressing; non GMO
A very organic, and natural dressing that you would primarily use on
sandwiches, or salads like pasta, potato, coleslaw, seafood, etc.
A mayonnaise made with non-GMO canola oil
Sugar free,cholesterol free,gluten free,no dairy, 10 total fat,90calories from fat

can be used on sandwiches etc.


No Eggs or dairy
no

2
2
2

it did not seem like pure mayo


The package label
it's free from bad ingredients

dressing spreads like mayo


Salad Dressing
dressing

No eggs, low in sodium, no cholesterol


1 tablespoon contains 90 calories

2
2

Because it's not made with eggs - oil and lemon juice are used, however
It is specified as a dressing and it is the color of salad dressing

Review a new concept in "mayonnaise -like" salad dressings


Checking ingredients and healthiness in a product

I would describe it as a Miracle Whip type of dressing to put on your


sandwich.It helps give your sandwich flavor.
natural oranic mayonsaise
It is a gluten free a natural dressing with natural ingredients

No.

healthy
lactose free
egg free
kosher
cholestoral free
nope
Not sure why but I think it may be similar to mayo.
No soy,gluten
none
No.

2
2

It said dressing which is not mayonnaise and more like a spread. It is used to spread Looking at a Dressing bottle and giving feedback.
on the sandwich.
on label
mayonsaise type dressing
mayonaise has eggs in it.
All natural salad dressing

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vinegar and oil and what else is it really made of?

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cholesterol free
CORRECTION 3%sodium not 33%
5% saturated fat
dairy-free
soy free
egg-free
milk-free
dairy-free
serving 1 Tablespoon 60 per container
Not that I can think of. Filtered water is good.

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No cholesterol
it is a salad dressing that is organic and good for you but it also tastes good as nope that would be it
well. it has no gmos and it is certified organic
supposed to be better for you, mayo, interesting
nice packaging
Looked like a premium mayo
No
a new dressing that is made in the usa and is called Joy. It's 100 percent free no
of all additives.
Mayonnaise
Not a national brand
A mayo jar
None
mayo, label made it look plain, better for you
simple
it's organic, non-gmo mayo
no
low fat
nothing
Interesting name
Organic
no
I personally think it sounds great and would be very tasty to eat.

Made by Hampton Creek

1
1
2
2
2
2

A vegan mayo
2
A dressing or topping.
2
No eggs,fat, gmo, soy, wheat, low in sodium, 90 calories
2
trying to be careful not to have things that might harm someone
2
It looks like a jar of mayonnaise, but it's some kind of dressing, possibly
2
organic.
A jar and the label of mayonnaise. Which gives the calories and fat, the carb's The label gives the amount of Vitamin A, Vitamin c, Calcium, and iron, of which all 2
content, etc.
are Zero. which
Just Delicious Dressing,32 oz. Refridgerate after opening
no
2
This dressing would be preferable for anyone on a diet or experiencing heart The calories per serving is sensible and the word 'JOY' on it's label makes it
2
problems.
intriguing.
sandwich dressing
no
2
It looks interesting but I wonder how it would taste considering it has no egg. I Also I'm wondering how the consistency is.
2
also wonder what it would smell like. It says it uses spices and I'm curious to
see if it would have a spicy scent.

mayonaise
The main topic is a jar of mayonnaise called just mayo.

a brand of mayonnaise in a jar.


Evaluating packaging of organic mayo

mayonnaise
salad dressing
Joy made by HamptonCreek
Dressing
mayo-type spread
Dressing sauce like real mayonnaise but without the fat and cholesterol and is gluten free.

It doesnt have eggs


I'm not sure. Maybe because it was white.
look like mayo but was not
all the things that are not in it
It looks like it's a jar of mayonnaise.

Mayo
A new topping or dressing.
a dressing with no additives or preservatives a healthy dressing
sandwich spread
I'm guessing that I'm supposed to be evaluating a potential new product.

It just did not appear to be a real mayonnaise.

Advertisement of a particular type of a mayonnaise along with the label which gives all
ingredients and value of this product.
a dressing
Ranking a mayonnaise substitute.

That's what I think it is


It's called 'DRESSING' and it lacks the ingredients of real mayo.
ingredients
It looks like mayonnaise and it has "no egg" on the label. Which means it's
compared to mayonnaise because mayonnaise is made with eggs.

sandwich dressing
A new type of spread that is made with out eggs.

Case 2:14-cv-06856-WHW-CLW Document 10-6 Filed 11/07/14 Page 4 of 8 PageID: 119

PanelID
12594150

S1 S2_1 S3_1 S3_2 S3_3 S4_1 S4_2 S4_3 S4_4 S4_5 S4_6 S5_1_1 S5_1_2 S5_1_3 S5_1_4 S5_2_1 S5_2_2 S5_2_3 S5_2_4 S5_3_1 S5_3_2 S5_3_3 S5_3_4 S5_4_1 S5_4_2 S5_4_3 S5_4_4 S5_5_1 S5_5_2 S5_5_3 S5_5_4 S6 S7 S8 S9 S10 Q1 JUST MAYO (ACTUAL) JUST DELICIOUS DRESSING JUST MAYO DRESSING NOT QUITE MAYO
1 48
11
04
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149657870

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3298585

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14932801
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Q2_1
Q3_1
it looks interesting and with no carbohydrates or sugar I am very interested
nope
since I am a smart diabetic.
All natural salad dressing, healthy ingredients, boring label that's not eye
a lot of other salad dressings state what it's good with, this does not
catching
Seems to be a substitute for mayonnaise. Probably focused on the health-food No eggs. No gluten. Taste would be key for this product. With seemingly many
groups. Can't tell too much more without seeing the texture and tasting the
natural foods taken out, there may be a chemical taste to the product.
product.
a mayo type product with little fat and gluten free
no
Appears to be a salad dressing equivalent to mayonnaise. Product is designed no
for people with food allergies as it is lactose-free, gluten-free and egg-free.
Also would appeal to those who are health conscious as it is a non-GMO
product and cholesterol free
a mayo type dressing
no
Simple, and a little boring
No
I seems like organic dressing
gluten free and soy free
Saw a new dressing or sandwich spread that was dairy free egg free and low It was also soy free mostly had canola oil as the main ingredient
in fat looked interesting but not sure how good it would taste.
a substitute mayonnaise made with canola oil (rapeseed), non-GMO, and
it must be refrigerated after opening
probably appealling to people with various allergies
It appears to be a new, small production product that could be found in the
Instead of 'health food type product' I should have said 'natural type product'.
natural food aisle. The style of the label is indicative of a health food type
product. It should appeal to many special interests with the fairly complete list
of 'no' in the ingredients. The calories could not be considered low and there
are no additional benefits such as protein and calcium, but it is low carb and
low cholesterol. The question would be pricing.

Q4
2
2

Q5_1
Q6_1
just from the ingredients, but I love the fact that it has no carbs or sugar, a real plus salad dressing or mayonaise, since there was no clear definition.
when you're a diabetic.
mayo like ingredients, no seasoning
new type of dressing, forgot the name already

Label gives the appearance of mayonnaise, and the description of the product
seems to parallel mayonnaise.

A product that may attempt to compare itself to mayonnaise.

2
2

does not contain many of the things mayo has


Just my impression.

evaluate a mayo like spread


Mayonnaise-like sandwich spread label

2
2
2
2

A mayo like dressing.


It's asking my opinion about a new spread packagibg
dressing (mayo)
new sandwich spread that is healthy and low fat.

I'm not sure what it is, that's not apparent. Just seems the best answer.
Normally when I see the word "dressing" on a jar, it's for fake mayonnaise.
It said dressing on the label, but it doesn't have the additives of mayo
The slogan on the side that said joy on your sandwich which ells me it is a sandwich
spread.
the label uses the word "dressing"

Because it contains no eggs.

Taking a first look at a jar of salad dressing that appears to be mayonnaise and is probably in
the natural food section.

Its not mayonnaise but it looks like mayonnaise. Interesting to find out the tasteJust Delicious description makes me feel want to buy immediately because I like
of this special dressing.
putting dressing on my sandwich. It's egg-free, gluten-free, cholesterol free etc..

Because mayonnaise is made primarily of egg ingredient but this new product is egg-A new product that looks like mayonnaise but its not mayonnaise. A healthier choice than
free
mayonnaise

This brown container of salad dressing; has 90 calories to the teaspoon.


Not that I can remember, but it's 2:30 am here, too.
Simple, plain, a lot of information!
Dull
a salad dressing that is without a lot of the other ingredients found in other
no
salad dressings. appears to be high in fat, with a "good" amount of sodium.
label is very dull and would most likely not catch my eye
Dressing spread
no
fatty, sober
fake healthy
It looks like an organic salad dresssing or mayonnaise. Nothing struck me as From the label I would assume it is more expensive because it is all natural and
particularly special about it. I suppose the "egg free, gluten free" may appeal to allergy free.
those with allergies but I typically don't look for anything like that when
shopping because there are none of those allergies in my family.

2
2
2

The hour.
Missing a lot of original ingredients, more healthy
it does not have the ingredients of real mayo, but appeared to function the same

2
2
2

the label and color of dressing


Image of dressing and my opinion on it
The word dressing
mayo / dressing
It said dressing on the label, and the color of the jar looked like mayonnaise. Stating The jar of dressing and how I see it
that it is egg free mad eme think of mayonnaise too.

The product seems to be a rather organic and healthy alternative to traditional no


mayo. It is gluten-free, egg-free, lactose tolerable, kosher, and probably
expensive. Since it was made in San Francisco, one can assume that it is
probably hippie food.
Imitation mayonnaise...soy free, gluten free, egg free, low fat
Might try it

It seems to be missing a lot of normal mayo ingredients.

Well, first off, I KNOW this product, but the name has changed. When it came Before I'd consider purchasing THIS version of "Just Mayo," I'd like to find out
out, it was called "Just Mayo." So now it's changed to "Just Delicious
more about that EDTA. I'll check out Hampton Creek Foods' website first, and
Dressing." I kind of think that's smart. The only thing missing on the label is then see if some nearby stores are already selling this new version.
the symbol for "vegan," which would be a capital "V" in a circle. No big thing,
but vegans would know instantly that this product is vegan... and the company
wouldn't have to "panic" about customers being "turned off" to its being
vegan.

From package and description, it looks like mayo, but does not have traditional mayo Joy spread description and pic of product.
ingredients/
Because it obviously is NOT mayonnaise, as mayonnaise has eggs in the product. Critiquing the label of Hampton Creek Foods' mayonnaise "substitute."
But it sure looks like mayonnaise, and serves the very, very same purpose. And
since it's sold in the refrigerated section of stores such as the pricey Whole Foods
Market, people surely will "get" that it's a [great] substitute for mayonnaise.

the label of a proposed substitute mayonnaise made from canola oil

Salad dressing, I hope.


Mayo jar label
a new type of salad/sandwich dressing

A mayo-like dressing/spread.

I saw features on both sides of the main part of the label (i.e., dairy-free,
cholesterol-free, egg-free, soy-free, etc.). All well and good, and definitely
easy to see and read and comprehend. But again, add that "vegan" symbol,
and voila!
The "Joy On Your Sandwich" slogan makes it VERY clear to potential
customers that this is a product just LIKE mayonnaise in the way that it can be
used.
It's important that the label also reminds the consumer to keep this product
refrigerated.
Alas, I don't remember that there was EDTA as one of the original
ingredients.

5329847
13692762

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35

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48

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53

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03

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1970 2

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14834216

48

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1197037
15619959
149781434

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1950

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08

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31

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15

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2721895
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5369164

41

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17

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12874701

53

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905064

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42

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28

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149669807

18

02

16

1971 2

3774676

42

07

16

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15342461

04

10

27

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149121404

51

01

15

1969 2

10775560

25

08

22

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149761442

47

05

15

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12621319
13911365
12936167
149247691

2
2
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34
29
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28
03
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1946
1953
1949
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55

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12224461

1
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1953 2
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2
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13946387
15314742

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48

04
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09
23

1946 2
1961 2

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12372071
12848101

2
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39

08
07

23
25

1976 2
1961 2

2
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1
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14274561

44

11

15

1984 2

2856547

06

09

19

1939 2

2878316

12

05

11

1950 2

15040176

18

04

14

1955 2

148807106

45

01

11

1955 2

2755218

47

08

10

1946 2

12015597
148843967
10461942

2
2
2

05
48
16

03
02
08

01
27
13

1968 2
1986 2
1955 2

2
2
2

2
2
2

2
2
2

2
2
2

2
1
1

1
1
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1
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4270955

55

01

02

1960 2

12811024
148963504

2
2

42
04

05
12

17
24

1957 2
1986 2

2
2

2
2

2
2

2
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1
1

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1
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1
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149651144

37

06

25

1949 2

149719446
14124141
5356912
14549024

1
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37
47
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12
11
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03

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11
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1962
1960
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The logo itself is simple and attractive.


A jar of mayonnaise
soy free; gluten free; egg free
It is a dressing of some sort. It is all non-GMO and had a relatively short list of It is something I would really consider buying for my family, depending on what it
ingredients. It had no real nutritional value, but also was not overly bad.
would replace.

2
2

It was called "dressing"


a jar of mayonnaise-like dressing
I believe real mayo has eggs. This is egg free, which is great for those with allergies. A dressing of some sort that is egg free, free of GMOs, and seems like it might be a mayo
substitute.

Bottle of dressing something you might find in an all natural store or healthy
store
Dressing for sandwiches made with all natural and organic ingrediants
Looks like a type of mayonnaise. Good simple labeling. Eye appealing. Looks
to appeal to people wanting to make healthy food choices. Looks like a good
product.
Looks like some sort of Mayonnaise or mayonnaise based product.

I liked that it looked environmentally friendly and it only had 90 calories

Just delicious "dressing.

My opinion on a teddy bear and jar of dressing

Good for you alternative to mayo


According to the nutrition facts the product seems to be quite healthy.

2
2

It said dressing for sandwiches


The jar resembles a mayonnaise jar. And what was in the jar appears to be a
mayonnaise like product.

Looking at a new product that is a new idea for healthy mayo replacement
A jar filled with a mayonnaise like product and the labeling.

Packaging implies it is healthy and/or organic.

Jar of food.

A new type of mayo that doesn't contain eggs and it Gluten, egg, Lactose, and
GMO free.
Mayonnaise like dressing that is made from non-gmo canola oil. It is dairy,
egg, soy, and gluten free.
A dressing for sandwiches
It is a mayonnaise type spread called Joy that is lactose free, cholesterol free,
gluten free, and kosher. It is free of something else that I am not familiar with
(some abbreviation).
Fake "mayonnaise." I says this because it contains no egg, as real
mayonnaise does.
A plastic jar of imitation (mayonaisse) dressing from Hampton foods.
It looks like it would be like a mayonnaise
Healthy
A salad dressing which is completely free of additives that may cause a
potential health problem for people with various health allergies or concerns

It is certified Non GMo

Didn't see the term "mayonnaise" used. Mayonnaise isn't usually described as a
dressing.
Real Mayo has eggs in it and this doesn't.

no

It was labeled as dressing and does not contain egg.

A dressing that would replace mayonnaise.

High fat and no carbs


2
It has a brown label with an egg on it. It is 90 calories per tablespoon serving and 2
contains 10 grams of fat, 1 gram of saturated fat.

What else would JOY be


Because I don't think it contained eggs, and real mayonnaise requires eggs.

A jar of JOY dressing that followed a bear with a hello sign on his back
Joy, a mayonnaise like product.

I'm a bit put off by the egg-shaped graphic on the label, only to find out that it does 2
not contain egg!
Soy, Gluten and egg free. 10 grams of fat/serving. 60 servings per jar
2
maybe like a miracle whip type of dressing due to the vinegar in it
2
there's no artificial anything in it so what is it made of?
2
nothing comes to mind
2

It contains no egg, as real mayonnaise must and should.

The survey evaluates the labeling of a brand of fake mayonnaise.

Its egg free. I thought mayo was made with eggs.


it is oil based and that is what mayo is
there's nothing in it
very similar to other products on the market minus the additives

Imitation Spread for foods


it is about a spread in a jar. 90 calories per tablespoon, main ingredient is oil.
viewing a new type of product
A new salad dressing which is free of just about any additive that may cause various types of
health issues

Hampton Dressing / Joy On Your Sandwich


90 calories per tablespoon, non GMO
I would have to say that this Hampton Dressing sounds great. I like that this is I like the shape of the bottle - it makes it easy to get out of the bottle.
something simple, yet it's good for you. Well - better than most other things like
it. It's something that I am sure I would enjoy eating on a sandwich, or multiple
other ways of eating it.
looks like a substitute for mayonnaise or salad dressing, would be used for
it is everything free!
sandwiches mainly
Joy that is a sandwich spread that is GMO EGG and gluetin free. 9o calories Cholestrol free and there are 60 servings per jar
and 15 per cent fat made by Hampton Foods
It appears to be a sandwich spread, not necessarily a mayo but a "dressing" No, I looked again and I can't tell the flavor. Also, 90 calories for 1 tbsp does
instead. I couldn't tell the flavor though.
appear to be a bit high.
A jar label with the typical information. The label was rather plain, being solid I noticed the non GMO, non diary, gluten free labels.
brown with standard black font.
It does not tell me what kind of dressing it is. There is plenty information about I only like certain flavors so I would want to know what it was.
calories and other information.
natural, low in fat, good for you, probably taste really fresh
not a big fan of the packaging
The product seems to be natural and committed to be allergy friendly and
I didn't like how high in fat the dressing was.
organic. I got the impression it was a good quality brand and that they used
high quality ingredients.
something like mayonnaise or salad dressing for a sandwich
for people with dietary restrictions
Non gmo.....
Soy free dairy free....joy on your sandwich
Delicious dressing
Seems very good compared to the traditional mayo product
1 teaspoon = 90 calories
Reminds me of mayo
non GMO mayonnaise with no eggs, no cholesterol
nothing
Dressing that is Non-GMO, Cholestrol-Free, Gluten-Free, Egg-Free, Soy-Free, N/A
Dairy-Free, Lactose-Free, and is Kosher.
This product differs from all of the mayonnaises that I have used in the past as What I really like about the product is that it is GMO free.
this product it is dairy and gluten free and kosher.
a dressing spread that it soy, egg, lactose, gluten free
none
Vegan, kosher, non-GMO, gluten/egg/dairy-free mayo
NA
It is a mayonnaise-type salad dressing or sandwich spread that is gluten-free, It is the characteristic white creaminess that looks like all mayonnaise style
lactose-free, dairy-free, Kosher and non-GMO. It contains 90 calories in one dressings or spreads.
Tablespoon and come from Hampton Creek Foods.
This seems to be an organic salad dressing, mayo.
A healthier mayo, green company.
mayonnaise substitute, egg free, gluten free, dairy free, soy free, kosher, non 90 calories per serving, "dressing," organic
GMO
Salad dressing with no eggs, no gmo, gluten free with 90 calories per serving not very enticing packaging

2
2

Seems to include some but not all the usual ingredients of mayonaise
It says it's for a sandwich - and by looking at the jar - I would have to say it is
something like a mayo for a sandwich.

Hampton Dressing
This survey is for Hampton Sandwich Spread.

just looks like that kind of product and they talk about sandwiches which is what
mayo is used for a lot
If its a spread for sandwichs and does not include eggs

a dressing for food similar to mayo

Evaluating a sandwich dressing container

It says it's a dressing for a sandwich but that it's dairy free and egg free, which
makes me think it's definitely not mayo.
It was labeled as dressing but was low enough in fat that it couldn't not be real
maynoise
It said to go on sandwich so I assume it is like mayonnaise.

2
2

I actually thought it was a salad dressing


The ingredients are that of a imitation mayo.

sauce/dressing
A type of dressing

2
2

it said it was dressing and did not mention mayo on the label
It contains apple cider vinegar compared to just all vinegar
It has less total fat and calories
Seems natural and more healthy

mayonnaise/spread for sandwiches


New product of a dressing or mayo

2
2

not made with eggs


By looking at the ingredients

mayonnaise
What is my opionion of the product shown. (just Delicious Dressing Hampton Creek)

The formulation of the product is different from regular mayonnaise.

2
2
2

It doesn't have any eggs in it just canola oil which isn't in real mayo
It can't be real mayo without eggs
It does not contain any eggs which is an essential ingredient of real mayonnaise.

A dressing or spread that differs from all others as this is a kosher product which is GMO,
dairy and gluten free.
It's about a dressing that isn't real mayo
fake mayo
The main topic is evaluating Hampton Creek Food's mayonnaise style dressing or spread
from looking at the label and a picture of the product.

2
2
2

It does not contain ingredients that i consider real mayo.


"joy on your sandwich" leads me to believe it is a spread, and the egg logo further
indicates to me that it is probably a mayonnaise substitute.
it said it was salad dressing, not mayo...

Organic dressing
the label of an organic GMO-free, dairy free, cholesterol free, soy free, gluten free
mayonnaise substitute
rating food products

It looks like a form of mayonnaise. It has no cholesterol which is good. It


contains none of the usual things that people are allergic to.
egg free, soy free mayonnaise
some sort of dressing to put on your sandwich. i think it's like miracle whip but
i'm not sure. it's non gmo, dairy free, kosher
It's sandwich spread by I have no idea what the flavor is supposed to be? It's
lactose free and has no trans fat nor sugar. It's also gluten free and doesn't
contain eggs.
Non-GMO, egg free salad dressing similar to mayonnaise. It has no sugar
added, 90 calories per serving and includes apple cider vinegar and pea
protein. Interesting stuff
It is a dressing that is pretty much safe for everyone to eat no matter the
dietary restriction.
A new type of mayonnaise that is GMO free.

no

It seems to look like that. What I saw on the label made me feel that way.

A dressing in a 30 oz bottle which appeared to look like mayonnaise.

made with non gmo canola oil but still uses preservatives
no

2
2

It's a little high cal.

the ingredients resemble mayonnaise without the eggs


evaluation of a mayonnaise like spread
the ingredients seemed like something similar to mayo or miracle whip. and miracle reviewing labeling of a new sandwich spread
whip is called a dressing like this product.
I guess because it doesn't say what the flavor is and it's a sandwich spread. What A sandwich spread
else could it be by mayo-ish?

distributed by Hampton Farms or something similar and includes a facebook


reference on the label. Chlesterol free, soy free, dairy free, gluten free

Real mayonnaise is generally made with eggs, but this product is egg free

salad dressing similar to mayonnaise

no

It can be put on sandwiches and is a dressing but it is somewhat non-descriptive.

Dressing

I calculated the WeightWatchers values and it is 3 Points Plus per tablespoon,


which is kind of high for a condiment.
I like the product I just saw it would help me lose weight and it would be perfect After I read the ingredients it will taste great on a sandwich.
for my husband who has diabetes.
Spread to use on sandwiches
No

It is not egg-based so is not "real mayonnaise."

New mayonnaise-like product

Real Mayo has eggs in it.

A new type of mayo is coming out that is egg, gluten, and oil free

a dressing that's non gmo, egg and dairy free, soy free. Could be used by
no cholesterol, 90 calories per serving
vegan or dairy free users
It is a spread that has a lot of salt in it and a serving is only 1 tablespoon. It hasI have never heard of this brand
90 calories per serving.
I'm pretty sure it's mayonase. It is a very basic lable that has very basic
no there's not a lot to the label
information on the product. Not a lot of bells and whistles
The product was a dressing free of certain ingredients. Looks nutricious. Its I want to correct the name of the dressing, its called Just Dressing made from
name is Delicious by Hampton Creek. Has 0% vitamins. A serving is 90
Hampton Creek Foods.
calories and 90 fat.
a more natrual option to mayo or other sandwhich dressings, noted that it was none
kosher
A product that wants to be considered "healthy" (listing all the things that a
No
health conscious person would not want to find in and product) and it used the
word "Joy" as an enticement. The label was simple. The product didn't have
much nutritional value.
It's a dressing not a mayonnaise to put on a sandwich made by Hampton creek Nothing else comes to mind

The design on the label looks like an egg, but it does not contain eggs. Looks like oil Spread for sandwiches
and vinegar dressing from the ingredients
doesn't contain the ingredients in regular spread
a new kind of spread

It looks like it

a jar of dressing

It says dressing but the cheaper mayonnaises usually do

we are discussing a lable on an apparent jar of mayonnaise

It just make sense its like a mayonnaise but healthier.

Just Dressing

joy dressing

it was marked as a dressing, and said joy for your sandwich, was white and
appeared to be a mayo consitency
It said dressing on the label.

It's ways a dressing on the label

Looking at labels of products and giving an opinion

This appears to be an artisan, vegan mayonnaise. It is soy free, gluten free, I think it's cool that it has lemon juice and other spices in it. Sounds tasty.
dairy free, and non-GMO.
A dressing, appeared to probably be a sandwich dressing and most likely a lowThe color was not interesting, neither was the label
fat option
egg free mayonaisse
non-GMO, no gluten, no dairy,Kosher
hampton creek spread
joy on your sandwich
no fat mayo type for sandwiches
no
Pretty much free of anything except sodium - makes me wonder if it's also free Seriously doubt I'd buy it unless I could sample it first.
of taste.
It is a 30oz. jar of dressing, like a mayo. It is Kosher, gluten free soy free and It is non GMO verified.
contains virtually no nutrients save a bit of vitamin A. It serving size is 1 tblp.,
and has 90 calories all of which are from fat. It's label is tan and the writing is
in black. The product is called "Just Delicious"
A fairly low calorie non dairy salad or sandwich dressing
Made with all natural ingredients
Organic, nutritious mayonnaise alternative. A safe option for those with
Nope
allergies or those who are environmentally aware.
A nondairy sandwich spread
It was kosher and lactose free
It is mayo that is free from almost everything. Gluten free, egg free, no
The wrapper is brown and plain.
cholestral ect
healthy and would taste good
na
some kind of sandwich spread that is made of canola oil , simple looking ,
the label was plain
similar to mayonnaise but no eggs
It's a dressing, that's verified non GMO. It has all sorts of organic ingredients, The label was kind of boring, I guess.
and from what was on the label, doesn't sound half bad.

REAL mayonnaise has egg in it. This product does not.

Vegan mayonnaise

The product just strikes me as a mayonnaise product, even in the way it is presented A dressing proclaiming to be joy on your sandwich.
on the label. Maybe it would help if the jar was not white.
contains oil and vinegar, label says it is a dressing
dressing that is similar to mayonaisse
seems to be similar but not exactly mayonnaise
hampton creek mayonniase
didnt sAY MAYO MENTION EGGS
NEW TYPE OF SANDWICH SPREAD
Because there's nothing in it that qualifies it for any of the other things.
some kind of mayo alternative that's free of things like gluten and lactose that cause dietary
problems for some people.
The ingredients, appearance, calories vs. fat.
do not know

2
2

The label description gave me the impression of a mayonnaise type spread


It does not have eggs and eggs are in real mayonnaise.

A new type of dressing or sandwich spread


Mayonnaise

2
2

Because it has no eggs


It doesn't have the same ingredients that real mayo has

A sandwich spread
Mayo survey, what is different about the product shown.

2
2

Coincidentally, I just read about this product in our local newspaper. Between
what I read and the description in this survey. it sounds like a healthful product
which tastes like mayonnaise. When I see it in the stores, I'm sure I'll try it.
GREAT idea.
An alternative to regular mayonaise and other dressings. Contains no dairy or
eggs
Dressing with only one gram of saturated fat and only 75 mg of sodium. It
sayss it adds joy to to your eating enjoyment. No gluten, no GMO sound very
healthy.
Non-gmo, not a lot in it to be 90 calories a tablespoon. Must be mostly canola
oil which I just heard was the worst oil for you. Then again, just about
everything is these days.
Low fat, no cholestrol, only 90 calories per serving. Also gluten free and egg
free.
dressing without gmo,dairy,soy,gluten, and others.
dressing without ,,,.
Look like a type of mayo that is free of most products that are to be found in
mayo. Gluten-free, soy-free, lactose-free, sugar-free, etc. 60 servings per jar
with a 1 tbsp. per serving amount. No carbs, with some sodium.
gluten-free mayonnaise made with canola oil, non-gmo

It will cost a few dollars more than Best Foods mayonnaise and that's the only
negative. If it tastes great wit the health benefits, I'm sure I'll try it.

it said it was a dressing on the bottle


natural dressing
because of what it is made of and what it isn't made of, also it said it was for a
examining a type of sandwich spread that looks like mayonnaise and tastes like it but it isn't
sandwich and the bottle was large and white, like a mayonnaise jar
I'm fairly certain it said 'dressing'. Real mayonnaise isn't 'dressing'. (Sort of like how It's about a bottle of NON GMO dressing.
there's mayonnaise and then there's Miracle Whip. Miracle Whip isn't real mayo, it's
a dressing.. and it tastes like garbage.)
More so because of the newspaper article. Otherwise, I would have guessed it to be A new spread with healthful ingredients which would probably compete with mayonnaise.
a mayonnaise substitute......a sandwich spread.

Looks like a premium product

No eggs

A mayonaise substitute dressing

Cholesterol and egg-free and no carbs

Real mayo has eggs and this does not. It sounds like a salad dressing or Miracle
whip type product

Dressing

It is for sandwiches, like mayo or Miracle Whip

I think it would say real mayo if it were real. It says joy for your sandwiches, and
dressing-like what Miracle Whip [my husband likes it-too sweet for me]

A dressing for sandwiches that says it brings joy to them and has no trans fats and all that
other bad stuff and sees to be made mostly from Canola oil.

Only 1 gram of sat. fat.

It has no eggs in it which real mayonnaise or dressing does.

how I would label a product.

I would think more healthier than other like products.


organic type.
The jar label is very bland and unappealing. The look says that it would be
tasteless.

2
2
2

appearance makes me think that.


dressing made by Hampton Creek
it just said " Delicious Dressing".
dressing
I think the lack of ingredients that are contained in real mayo would be indicative of a The main purpose of this survey is to see how well we view and remember what we see.
type of fake mayo.

it has a boring label

i guess it should have eggs to be real mayonnaise, though that's not really a concern gluten-free, egg-free mayonnaise
to me
in my oppinion it would be most like mayo, (spread) lead me to come to this.
sandwich spread
Because it looks like mayo, but the ingredients were free of ingredients we usually A new dressing that may or may not be mayo.
see in mayo. I think of, "I can't believe it's not butter".
it is described as a sandwich spread and looks rich and creamy and sweet and sour non GMO vegan sandwich spread, sorta like mayo but has no eggs in it.
tasting.

2
2
2

2
2
2
2

a type of mayonaise
heathier , non dairy
2
Very friendly for a person with many allergens. Also, a healthy alternative for I was amazed to see it free of so many things, especially some ingredients that we 2
regular mayo.
see are usually in mayo.
a sweet and sour type sandwich spread or possible salad dressing that is good no
2
for vegans and has no dairy or GMO's. Somewhat high in calories but
otherwise a healthy choice.
Low fat, no transfat, good ingredients, no special label
no
2
As a jar of mayo. With a brown label & low values on the ingredients.
No
2
A sandwich spread that could be considered "vegan"
no soy, no egg, no dairy, gluten free
2
It was some type of sandwich spread in a large jar. It looked sort of organic. I I love the tagline "Joy on your sandwich." It really does make you want to try the 2
had never heard the name before but it made me curious.
product.

A Mayonnaise product.

No salt,sugar,transfat,cholesterol....
Thats what it appeared to be.
no dairy, no eggs ---- Pea protein ( I think )
It does not have eggs, so it's not mayonnaise, but it is a sandwich spread made with
oil, which would give it a "mayonnaise-y" type of consistency.

Joy sandwich spread

Dressing Label
a new type of dressing.

Evaluation of a new food product

Mayonnaise
Illusions?
A survey involving a sandwich spread
sandwich spread

Case 2:14-cv-06856-WHW-CLW Document 10-6 Filed 11/07/14 Page 5 of 8 PageID: 120

PanelID
13414952

S1 S2_1 S3_1 S3_2 S3_3 S4_1 S4_2 S4_3 S4_4 S4_5 S4_6 S5_1_1 S5_1_2 S5_1_3 S5_1_4 S5_2_1 S5_2_2 S5_2_3 S5_2_4 S5_3_1 S5_3_2 S5_3_3 S5_3_4 S5_4_1 S5_4_2 S5_4_3 S5_4_4 S5_5_1 S5_5_2 S5_5_3 S5_5_4 S6 S7 S8 S9 S10 Q1 JUST MAYO (ACTUAL) JUST DELICIOUS DRESSING JUST MAYO DRESSING NOT QUITE MAYO
2 06
11
21
1964 2
2
2
2
2
2
1
2
1
2
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1
2
3
1 1 1 3 3
1
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149311164

30

07

30

1990 2

149118507

04

02

12

1950 2

2838786

01

06

28

1969 2

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4080666

2
2

04
36

12
05

13
06

1955 2
1951 2

2
2

2
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2
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2
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13823851

2
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17
06

12
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11
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1954 2
1964 2

2
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2
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53

02

26

1967 2

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2
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32
48

04
06

02
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1987 2
1960 2

2
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2
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1
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1
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2
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2
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48

06

11

1960 2

4244962

51

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1965 2

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47

09

16

1949 2

15157261

34

05

19

1977 2

15306900
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149434967

2
1
2
2

13
12
26
42

04
04
07
02

18
30
26
07

1975
1973
1952
1959

2
2
2
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2
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29

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1972 2

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2
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1957 2
1978 2
1947 2

2
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1933
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2
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16

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1979 2

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48
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1955 2
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51

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1985 2

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12

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1962 2

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2
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48
21
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12
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23
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1982
1962
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1
2
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45
27
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13828716

2
2
1

3
3
3

The product label was simple though easy to understand.

i believe it said it was a spread. it doesn't contain ingredients necessary to make it to evaluate a spread that is allergy free and healthy
one of the other types of condiments.

2
1

3
3

3
3

1
1

2
2

2
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not the things in it that mayo has


not "traditional" mayo like Duke's, Helmann's

mayo
Just Delicious dressing

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mayo is usualy white


It said it was a sandwhich spread and it looked like mayonnaise
thats what it looked like to me
Looks like a mayonnaise jar, describes lack of undesireable ingredients in
mayonnaise (comparing it to mayonnaise) and recommended as sandwich spread.

new low clorstrol free & low calorie


What I think of the jar of "mayonnaise" like product and how it looks
not sure
"Just Delicious" dressing from Hampton Creek.

It said something about using it on sandwiches, so I assumed it was like mayo, but it Mayonnaise product
had healthier benefits than mayo

doesn't really say what it is. that's just my best guess.

the jar of dressing.

It is free of all the ingredients a mayonnaise would have but is portrayed to be a


similiar type of product.

Food product

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it sounds like a substitute for mayonaise. it is fat free and soy free with no
geneticaly modified ingredients. it has no nutritional value but it doesn't seem
to contain a lot of chemicals or unhealthy ingredients. sounds it would be an
allergy free product.
very user friendly
no
egg and gluten free, not low in fat, comes across as an organic looking item, a Just Delicious implies it's simple, just the basics
substitute for mayo.
new type dressing low calorie
cholestrol free & egg free
Interested in knowing how the flavor would compare to mayonnaise
Very plain label
Just Delicious Dressing in a nondescript bottle
I saw the ingredients
A 100% all natural sandwich spread akin to mayonnaise, but as opposed to
Limited/simple and all natural ingredients.
mayonnaise, is a healthier vegan and chemical/artificial flavoring free recipe,
encompassing gluten-free, non-GMO, cholesterol/egg free to low salt, based
on canola oil.
It is a dressing for sandwiches like mayo. It doesn't contain any GMO's. It is Nothing
gluten free and egg free. It is a healthier version of mayo. It has 90 calories
(90 fat calories) in one tablespoon.
it's a dressing. mostly canola oil. doesn't say anything about a flavor, i guess not really.
it's like mayo.
A condiment similar to mayonnaise but free of dairy, gluten and soy. The
I would not purchase this product.
amount of fat in comparison to calories so very high. The whole product is fatladden.
a brand of mayo I have never heard of that claims to be healthy
how does it taste and at what price?
Looks like an old fashioned mayonnaise jar label. Very drab in colour and not I'd be quite willing to taste test this stuff but no promises.
at all as bright and cheery as Hellman's or Miracle Whip. Even Redner's store
brand is a better looking label. Joy on your sandwich is a catchy tagline and it
looks like they have done about the same with removing fats and oils and
sugars as other mayos. I hate it when they remove stuff for weight watchers. I
need to gain weight not lose it. I think you lose taste when you extract stuff
from foods. I'd try this stuff.
health-food specialty mayo-like product
no

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it doesn't have many ingredients that mayo has


Duh! Because the damned label says salad dressing NOT mayonnaise!

mayonese
Critiquing a new jar of salad dressing with Joy on your sandwich as a tagline catchphrase.
Sorry but the brand name was too hidden to notice and was used on label only once. Don't
recall a logo either. Drab label. Very forgettable.

dressing/sandwich spread

Low sodium quantity.

because mayo is also commonly labeled as a dressing, however this product


advertises things (traditionally in mayo) that are NOT part of the ingredient list (ie:
egg-free, etc)
I do not remember the wording "real Mayo" on the container.

non gmo verified


No additives, no preservatives, and heatlhy
Couldn't really tell what the flavor would be
egg free,

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Label says "dresssing"


dressing and sandwich spread
It doesn't have eggs in it but is sold as a dressing
joy on your 'sandwich', its white, got to think of a mayo spread thats good for you

The main topic is about Hampton Creek Dressing.


A new dressing product
Dressing
To review a Label from what looks like a mayo/spread/sandwich type jar.

the bottle also looks recycled and its looks like its a bit fatty

because of the ingredients

how to describe the dressing

not good for yourr health


no
low sodium and no sugar
Hmmm, no. It just seems a different type of spread than the usual (e.g, mayo).

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it has 90 calories and calorie from fat is 90, that means whole thng is fat
it resembles horse radish sauce appearance
I thought it was mayonnaise but it says it's a dressing
It doesn't say mayo, or like-mayo anywhere. It's said dressing, so I assume it's
something else.
It simply doesn't appeal to me, I think it would be virtually tasteless

hapton creek
to identify what type of condiment the product resembled
Joy dressing
Reviewing a new product, dressing/spread for a sandwich, which seems different.

Q2_1
Q3_1
a mayo substitute that is dairy free and GMO cert. It has less calories than
no
mayo.
Hampton Creek Dressing.
Gluten Free.
Non GMO Free, Lactose Free, Egg Free, Soy Free
Says "Joy on you sandwich"
1 Tablespoon Per serving, 90 calories
75mg Sodium
This is a dressing to put Joy on your sandwich. It has 90 calories per
It is gluten free.
tablespoon and is very low in sodium - 3% of daily requirement
Dressing for spreading on a sandwich, gluten free soy free dairy free, 10g of They had a facebook page, and it promised JOY in my sandwich :)
fat.
Healthy, Gluten free, Cholesterol free,
Delicious, low calorie
a miraclewhip like sandwich spread that has very few dietary issues yet is very certainly not mayo!
high in calories!
Salad dressing for vegan
No food alergy triggers
like veganaise but with out the soy. this is a product i would love. love that it no would hope that the price is comparable and not twice as much as veganaise and
gmo, sodium and fat levels are acceptable. would replace all mayos and
mayos
spreads for mixing.
The product is dressing, it does not contain dairy products and it is gluten free. It does not contain artificial preservatives.
It is made with natural ingredients and the base is canola oil.
Looks just like a regular jar of dressing
No
Very high in calories and fat. Good choice for those who need to eat dairy free Makes me wonder what it is made from since it's gluten,dairy & soy free.
& gluten free.
This product is a non-GMO, egg-free, soy-free, and cholesterol-free salad
I like the front logo with a plant sprout growing before an egg, like a sun. Also, I
dressing: Just Dressing. It has an attractive, distinctive brown label. It looks like the "JOY" on the label's side. But I especially love that it is very healthy with
appetizing, to me.
canola oil in the ingredients.
It sounds like a delicious sandwich spread. It has great health benefits and is I also like the name, simply delicious,it fits this product well, based on all of its
considerably more healthy than mayonnaise. It has no harmful additives,
ingredients.
especially for people with gluten sensitivities and other issues, it is organic and
gmo free. It sounds really great.
non GMO salad dressing, gluten free, low sodium. unknown country of origin, has reduced the size of the container to 30 ounces instead of the usual 32
uses canola oil instead of food grade oil
(probably for same or MORE $$)
0 sugar, lactose free, kosher, non GMO. I expect it to be healthy and all
i like the phrase ' joy on a sandwich'
natural.
GMO, Gluten Free dressing for sandwiches.
No
Mayo bottle with a simple logo. Could be an alternate to Miracle Whip.
no.
a more natural based dressing
no
It is a specialty mayonnaise. It tries hard to let the customer know that the
It is trying to look hip and natural.
ingredients are natural.
A mayonnaise-type dressing. No carbs, organic sugar, very plain bottle that Hampton Foods.
wouldn't entice me to give it a 2nd look.
great mayo product...non gmo...healthy
would like to try it
A mayonnaise that is free of about everything
it probably has no flavor
This is for persons who are very health conscious. Non Gluten, no soy non
Cholesterol free, Non GMO, soy, egg free, lactose free. It works for many in the
dairy, etc. It is even kosher. it is low calorie, no trans fat, no carbs and no
market that have allergies for lactose, etc.
sugar.
It was a dressing for sandwiches that was cholesterol free. No GMO's or fat.
It was a 30 oz. jar. Supposedly good for you. But does it taste good?

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A spread that is low in fat, no egg or gluten products. The company has a
facebook website.
Hampton Creek Mayo
All-Natural dressing from Hampton Creek (bottle in San Francisco)
Interesting. It is free of a lot of things, but the 90 grams/servicing is all fat
ingredients i could read, non gmo.
fat free?!?
90 calories
joy on your sandwich
it looks like its a salad dressing. the name tag looks like its from recycled
paper. sounds good and its kosher
just another not so healthy product
90 calories, ten grams of fat and 75 sodium
It's mayo - 90 calories per serving and no cholestoral
Spread for a sandwich.

A salad dressing that I don't find very appealing.

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Q6_1
rate a product label

I remember it saying Hampton Dressing,but I can't recall what kind.

Reading label on condiment/salad dressing & sandwich spread.

It has no eggs in it.

The main topic of this survey is identifying detail of a dressing for sandwiches.

It was egg and dairy free, and real mayonnaise has eggs in it.

Reading the label of a sandwich mayo type spread.

2
2

it is a healthier mayo
seems to be a miraclewhip type of dressing...oil,vinegar,etc.

it is about dressing and mayonaisse


Joy salad dressing

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2

It calls itself a sandwich spread


its mayo white and labeled as dressing. like mayo it is virtually pure oil.

Sandwich spread
vegan non gmo salad dressing that is also kosher

Based on the labeling, it does not contain eggs, real mayonnaise contains eggs.

Condiments, specifically dressing

2
2

It doesn't exactly say mayonnaise but it says 'dressing' & 'joy to your bread'?
Because the label called it a spread rather than mayonnaise.

Opinion about a look alike jar of mayonnaise


A new sandwich spread.

The Hamilton Creek product states it is a dressing, like salad dressing, mayonnaise,
or Miracle Whip; but having no eggs in the ingredients disqualifies it for being
mayonnaise or other types that were previously listed.
Because it said that it is great on sandwiches and some people wouldn't put tartar
sauce, or horseradish sauce on a sandwich, plus the ingredients make it sound like
a very healthy mayonnaise alternative.

A healthy alternative to dressings with eggs, artificial and unhealthy ingredients: Just
Dressing by Hamilton Creek.

REAL mayonnaise is made with EGGS and olive oil, NOT canola oil and no eggs

The color maybe

a mayonnaise (or salad dressing) type product, supposedly non GMO, unknown if made in
USA, but distributed by American company
A jar of sandwich spread.

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2
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2

The color, that it says for sandwhiches.


the packing label says its a dressing.
says dressing on label
A real mayonnaise contains eggs. This does not contain eggs.

Sanwhich dressing
New marketing on new products.
info about a particular dressing
a salad dressing similar to mayonnaise

Just Delicious mayonnaise-type dressing for sandwiches.

2
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2

Jar looks like mayonnaise, consistency of mayonnaise (suggested), but isn't


mayonnaise.
looks too healthy to be mayo
it doesnt have any of the stuff real mayo has
Real mayo has eggs, dairy and is not for persons that have many sensitivities.

That is sort of what I got off of reading the label.

A jar of dressing for sandwiches.

I believe I read that you could put it on a sandwich

Food Labels

It is a review of a sandwich type spread, that you can use on any sandwiches or in any way
that you may like to use it. It lets you know that it is very healthy and organic with not a lot of
additives in it. That it is simply a delicious product for sandwiches.

new mayo product


Evaluating a mayonnaise like product that is free of about everything
The product being reviewed appears to be a substitute for real mayo. It is for persons that
are sensitive to ingredients that are contained in real mayo.

A mayo spread for sandwiches.

This is a salad dressing that that does not have gluten or dairy products.It does I think it would be tasty because it has apple cider vinegar and canola oil.
contain a small amount of fat.There is no nutritional value in the dressing.

It must be very fattening with 90 calories per serving and 90 calories fat.
It looks to some kind of sand which spread, like
a jar of mayo. It looks like it maybe of "health food"
related, or all natural, or organic even. It also
looks to be expensive.
salad dressing with no fat no gluten healthy
Non GMO Canola Oil, Egg free, gluten free, soy free, 60 servings per
container, 1 tablespoon serving, 10 g of fat
all natuarl
Hampton Creek Dressing. Soy free, gluten free, kosher.

If it was a real label I would think it was very dull,


When looking at the contents and caloric index
it seems a bit healthier than what I would consider
a good spread. But it makes me wonder if it's
tasty.
no
Just Delicious, Dressing, Hampton Creek, Joy on your sandwich, refrigerate after
opening, 30 ml
it free from any preservies
No

6
6

I just wasn't sure what it was


Because it would say it's like mayo if it were,
but it just says it's a good sandwhich spread .

seeing and evaluating a food label


Looking at a jar of sand which spread

6
6

nothing to describe different


dressing for sandwich

different products
3D label, dressing

6
7

it more to me of a vinegar and lemon base


It said dressing, but not clear what type.

dressing
Hampton Creek Dressing

It also said that it was GMO free,cholestrol free and egg free among other thing
free.
The label was very plain...couldn't really tell what type/flavor of dressing it was.

It was not specific as to which type of dressing it was.

I believe it is about adressing fior salad or sandwich.

Product analysis of dressing

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Q5_1
it is a spread for sandwiches

I don't think I would like this very much, it doesn't seem like it would have any
flavor.
It's gluten free, cholesterol free, and egg free but a 1 Tbsp serving contains 10 Nothing else.
grams of fat and 75 mg of sodium. There is also no GMO in this product.
There is no fiber or protein in this serving.
Hampton creek dressing. 30oz bottle joy on your sandwich.
just delicious 90 calories per serving serving size 1 tablespoon
gluten,soy,egg,lactose free. no gmo's
modified food starch in the ingredience

3
2

I believe I'd have used a different color other than tan. It was very eye friendly to
me.
as i recall it also said it was lactose free

Q4
2

A different type of mayonnaise or salad dressing.

It's called a dressing on the label so I am assuming it is some type of salad dressing. To see how observant people are when they see a product and what they can remember
about what they have just seen.

it's described as a dressing but does not say what kind..it says its joy on my
Hampton creek dressing
sandwich but I can not see the product to compare it to another kind of dressing like
mayo or mustard
Because I don't think it resembles the products listed.
Describing a product.

Pure JOy

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14830521
15204900
149683313
15612178
149598715

2
1
2
1
1

48
06
04
39
27

06
06
08
03
06

02
26
22
02
05

1958
1995
1954
1975
1980

2
2
2
2
2

2
2
2
2
2

2
2
2
2
2

2
2
2
2
2

10160252

39

12

06

1970 2

13589598

20

02

02

1963 2

149641584
5448554
10229567

2
1
2

01
40
27

03
11
02

11
01
27

1982 2
1982 2
1969 2

15347736
2188571
14702246
13334419
148888738
2971634
149553724

1
2
1
1
1
1
1

36
47
17
25
28
34
53

03
10
02
07
07
07
10

25
06
22
08
08
04
02

1951
1950
1966
1952
1946
1954
1991

14150916
12802856

2
1

36
06

10
09

18
15

2
3

2
2
2

1
1
1

Simply Delicious
It a typical nutritional label for a product for some kind of sandwich dressing.

Simply labeled. Non GMO, Gluten free, fairly organic.

1
1

3
3

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3

1
1

3
3

3
3

1
1

1
1

1
1

3
3

3
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1
1

3
3

1
1

1
1

1
1

3
3

3
3

1
2
1

3
3

1
1

3
3
3

1
2
2
1

1
1

1
1

2
3

2
2
2

3
1
1

2
2
2
1
2
1

2
2
3
3
3

The company used recycled paper for the label.


Gluton, soy, egg, dairy, lactose free, kosher, Non GMO has an ingredient list,
sodium 3%, trance fat 0
Its a simple mayo product that appears to be some healthier than normal mayo no

1
1

It said it was dressing but didn't really say what type that I could decipher from the
label.
100%
Just mayo, plus the ingredance

That's what the label says

Mayonaise...

because it says that all over the package

reviewing a package of mayonaise

3
3

looks like an artisan mayonaise. nice packaging. Brown paper and it's kinda it says joy on your sandwich on the back of the package. It has 90 calories
cool looking
Mayonaisse
Brown label
its a non gmo product its healthier for us and its not made with dairy products no soy or by products no cholestrol

1
1

What it looked like


it says mayonaise just non gmo on label

Mayonaisse
non gmo mayonaise product thats new

a specific type of mayo that I've never eaten before.

The label is a much darker color that I would normally expect for a mayo product.

label says it is "JUST MAYO"

labels on a MAYO jar.

3
3

1
1

3
3

Thats what it leads you to believe by reading the label


It is also gluten free, a product without all of the elements of a "real" product.

mayonnaise
The main topic refers to the availability of this healthy mayonnaise.

3
3
3

1
1
1

3
3
3

no
It has no sugar, which is excellent. Also, it is low in sodium. This makes the
product even more desirable as a healthy product.
no
no
nope

1
1

3
3
3

1
1
1

BECAUSE IT SAID MAYO ON THE LABEL, DUH.


The product is called Just Mayo.
That's what the label stated. Mayonnaise.

read this mayo label.


Looking at a jar of a product called Just Mayo.
mayonnaise

1
1

1
1

3
3

3
3

1
1

3
3

A natural product with no fat or cholesterol


It is a healthy mayonasie, cholestral free. Containing little fat, it is great for
sandwiches
mayonaisse with less additives (but not entirely additive-free)
Sounds disgusting.
hampton creek foods, 30 oz jar of mayonnaise. 90 calories all from fat. 1
tablespoon = 1 serving. 15% of daily allowance.
Plain mayo
Free of many additives, natural mayonnaise

no
Non GMO, lactose free, egg free, low in sodium and cholesterol

1
1

The label said mayo


I don't know what 'fake' or artificial mayonnaise is. Even the label looks natural.

3
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3

1
1
1
1

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1
1
1
1

Because it said that it is mayonnaise.


the label said just mayonaise
The ingredients is comparable to other products of this type.
The label said "Just Mayo"

3
3
3
3
3
3

3
3
3
3
3
3

1
1
1
1
1
1

3
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1
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1
1
1

The label
Mayonnaise
It appears to be that way at 90 calories
mayo
Product description and label contents.
Qualifying for survey.
it likiks like mayonnaise
mayonnaise
That is the name of the product
Mayo
While I'm not sure of the ingredients that are in a competitor's jar, such as Hellman's,Looking at the label of a jar of mayo.
it seems to be made with similar all natural ingredients.

3
3

3
3

1
1

3
3

I saw a mayonnaise product that seems like it would taste good.


It says that it is a joy to put on bread.
a jar of mayo in a brown wrapper
the name just mayo and the nutritional stuff
Ordinary mayonaisse for use on sandwiches, in cooking and baking.
Nothing else comes to mind.
It looks like a product that Whole Foods would sell. The label was easy to read I like the simple color scheme of the label.
and clearly stated what the product was and it's ingredients.
Natural mayonnaise
No
A great mayo and joy on my sandwich
no
Mayonnaise that is organic made by Hampton Foods.
Orange label. Spread Joy.
It hs no GMO
Lots of pills per bottle
Just Mayo
nutrition info
Mayo jar by Hampton Creek. Non GMO, gluten free, non dairy. Very simple 90 cal, 60 servings in the jar.
label which actually does a great job at representing the simplicity of the
product.
It looks good and come from a nice company.
Non GMO verified and is healthy.
Just mayo
Brown label
Gluten free
Soy free
Joy
very creamy very natural tremendous flavor
makes me want to make a sandwich with mayo
a "simple, natural" mayonnaise.
no comment

Opinion of mayo label


This is about Just Mayo: natural and gluten free among other things. This is giving
observations and opinions about the mayo.
A jar of mayonnaise.
a jar of mayo
To evaluate a new product for use on sandwiches, etc.
Condiments

1
1

It's from its name or brand.


Just mayo on the label

1
1

A simple version of mayonaise, like it should be without added chemicals, junk I love the idea. Would be proud to have that in my frig.
that doesn't ever really improve it. Mayo, like it should be and a healthy version
of it.
30 oz jar of mayo. it is gmo, gluten, dairy, cholestrol free and very low carbs. its in a jar...must be refigerated after opening.

the jar makes me think natural and creamy and yummy


mayonnaise
oh, actually, now i'm not sure. the first ingredient was "oil." is that real mayonnaise, a new mayo-type product
or real mayonnaise main ingredient is eggs...?
Maybe it isn't the real Mayo, (because it doesn't have eggs) but with simple
What type of product we are looking are and how we feel about it and the ingredients.
ingredients it becomes real to me.

it is called "just mayo"

looking at a product and deciding if I would purchase it...in this case, the product is mayo.

The product looked like a natural, organic mayonaise free of chemicals. It has
an eco friendly label and packaging. IT comes from a farm caleld hampton
creek and guartnees gluten and dairy free
It is organic mayo made without eggs, lactose or dairy.
Natural Mayonaisse. With no GMO's or Gluten
Mayo jar with required nutritional content, including sugar, canola oil. Label
had word Joy in large letters
Mayonaisse, nothing special jsut a brand I've never seen before
Boring
it looks pretty natural. And it has very little salt which is nice too

no

it's ingredients list was ingredients I actually understood

mayonaisse

It is made with natural ingredients.


It only has 90 calories per serving
Appeared to be a quart jar with brown background

1
1
1

no
No
no gmo's and no dairy

1
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2

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3
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1
1
1

3
3
3

2
2
2

1
1

2
2
2

3
3
3

1
1
1

2
2
2

1
1
1

2
2
2

2
2
2

1
1

2
2

1
1
1

2
2
2

2
2

1
1

2
2

2
2

2
2
2
2
2

2
2
2
2
2

1
1
1
1
1

2
2
2
2

1
1
1
1
1

2
2
2
2
2

1
1
1
1

2
2
2

2
2
2

2
2
2

2
2
1

2
2
2

1
1
1

2
2
2

1
1
1

2
2
2
2
2
2
2

2
2
2
2
2
2
2

2
2
2
2
2
2
2

2
2
2
2
2
2
2

2
2
2
2
2
2
2

2
2
2
2
2
2
2

1
1
1
1
1
1
1

2
2
2
2
2
2
2

1971 2
1979 2

2
2

2
2

2
2

2
2

2
2

1
1

2
2

2
2
2

1
1
1
1
1

2
2
2
2

2
2
2

1
1
1

2
2
2

1
1
1

2
2
2

1
1
1
1
1
1
1

2
2
2
2
2
2
2

1
1
1
1
1
1

2
2
2
2
2
2
2

1
1
1
1
1
1
1

2
2
2
2
2
2
2

1
1

2
2

1
1

2
2

1
1

2
2

1
1

1
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2

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3
3
3

1
1
1

3
3
3

3
3

1
2
2

3
3
3

3
3
3

1
1
1

3
3
3

3
3

2
2
2

3
3
3

3
3
3

1
1
1

3
3
3

2
1

3
3

3
3

1
1

3
3

1
4

1
1

2
1
1

It appears to be a healthy option with low sodium and calories.


Just Mayo Hamton creek, 15% 5% fats chlesteral free, 90 calories

simple mayonase
90 calories, 90 calories from fat, plain label, not fancy
Healthier mayo. Still 90 calories all from fat.
No sugar, low sodium
It's a non-GMO product, soy free, dairy free, gluten free, kosher, non dairy, no Brown label, Just Mayo
eggs, JOY.
All Natural Mayo
Non-everything FREE
just mayo brown plain label
no
A non dairy, cholesterol free made from canolla oil with no eggs. has no soy or It is made by Hampton Creek foods in California and it has no gluten.
dairy and lactose free. Low in fat and has no trans fats.
It was a tub of mayonnaise. It looked very simple and claimed to have only
It did not look like a very appealing mayonnaise.
mayonnaise ingredients in it; it was soy-free, gluten-free, egg-free, GMO-free,
etc.
just Mayo Joy
90 calories per serving
high end mayo, organic, natural. brown wrapper that looks like a paper bag. no gmos or other types of processes or ingredients that are found in most
looks healthier than most other brands
overprocessed food today
Looks like a natural product. Healthy. I would like to try it and like that it is non- What is the price?
GMO and no soy.
It is mayo. Gluten-free, no eggs, no cholesterol 90 calories per tablespoon. Simple Mayo
Puts JOY in your food. Not a well known brand..Hampton Creek??

1
1
1
1
1
1

I suppose anyone can claim it to be REAL MAYO


it said just mayo on the label
It says it is a mayo dressing therefore I consider it to be a mayonnaise.

SOME BRAND OF "REAL" MAYO THAT I NEVER HEARD OF


mayonaise
Mayonaise dressing

The label said that it was just mayonnaise.

It was looking at a tub of mayonnaise and describing it.

1
1

that is what is written on the bottle


from what i remember of the label

food purchases
condiments, in this case mayo

1
1

I don't know the definition of mayonnaise, but if it doesn't need to be made with egg I Food shopping
think this would qualify as "real" mayonnaise.
Seems simple by its' name and label
Mayo...describing a product we were shown

no
No
has canola oil in it from hsmpton bay
very healthy mayo
it is free of everything i like to avoid which is hard to find in mayo

1
1
1
1
1

looking at ingredients
It doesn't look very appetizing
its just mayo!
it says just mayo
it said mayo on the label so that iis why i clicked on mayo

no

The label says Just Mayo

condiments
Review of mayonnaise.
mayo
just mayo, a healthy mayo
it was a mayo survey and the topic was about the label and why I liked it and what I thought
about it.
Mayo

no

the name of the product is "just mayo"

a jar of mayonnaise and we are to describe it and answer questions about it.

none
Nothing else.
Nothing else.

1
1
1

looks like normal mayo


no
its kind of a bland looking label
nope.
no
The label is simple and drab.
No, it is just organic mayo, which given how healthy mayo is making it organic
does not give it an advantage because it is still unhealthy.
gluten free
It seems like it is organic.

1
1
1
1
1
1
1

cause it is
It's about a jar of mayo
Because all I can think of is that it is just mayonnaise.
Mayonnaise.
I remember reading something on the label, but can't remember for sure if it was real marketing of a mayo type product.
mayo or not. The logo on the side, "JOY" on your sandwich makes me think it was
not real mayonnaise, yet the organic-looking plain label makes me think it was real
mayo. Guessing here.
said mayo has same nutrition label as far as I know
3d mayo jar and nutrition lable
because it says it is mayo
a jar of mayonnaise and questions about it
because that's what the label says
its about just mayo, it showed a picture an dwanted to know all about the mayo
Because the label says so.
Real Mayo
This was what the label said
observing the information on a label
The label implies that it is mayo.
Observing a label of a mayo product (front and baobab).
It said mayo on the thing. So if it is not mayonnaise then I would feel deceived and Mayonnaise
lied to
the ingriedients
mayo
Real ingredients and healthy product.
Explaining our opinions on a new mayonnaise product.

1
1
1

2
2
2
2

1
1
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1

1
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1
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3
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1
1
1
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1

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2
1
1

1
1

1
1

3
3
3

3
3
3

1
1
1

3
3
3

1
1
1
1
1
1
1

1
1
1
1
1
1
1

1
1
1
1
1
1
1

3
3
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3
3
3
3

3
3
3
3
3
3
3

1
1
1
1
1
1
1

3
3
3
3
3
3
3

very basic, low calorie


Bland
just mayo--no trans fat--kosher
mayo that is healthy for you.
awesome better for me and would be better for my family since its more
natural
Kind of plain and generic. Nothing fancy about the label. Basic ingredients.
Minimal processing
a jar of non name brand mayonnaise/salad dressing. the label is very
attractive and I liked the phrase "joy on your sandwich"
plain bottle of mayo
That it is simply a jar of mayonnaise.
Label was pretty plain, but I would guess it is marketed a "natural" or "organic"
because of the simplicity, and the little sprout in the egg-shaped white part of
the center front label. I'm pretty picky about my mayonnaise, and doubt
anything could get me to switch brands.
no sugar to much fat
jar of mayonnaise, regular, not reduced fat
just mayo was the brand name, it looks like its an organic product
A healthier mayo I suppose, no cholesterol, etc.
A very healthy Mayonaise
This is a simple, plain mayo.
Organic mayo

2
1

3
3

3
3

1
1

3
3

organic
Healthy form of mayonnaise that adheres to strict dietary regiments.

1
1

2
2

3
2
3
3
3
3
3
1
1

2
2

Mayo dressing
Mayo label and details

It said it on the label.


Opinions on mayo.
It's real natural mayonaise. Made with the ingredients in mayonaise
Natural Mayonaise
I said it was Mayo but in reviewing the product label, I concluded that it is a dressing, Mayonnaise label
not mayonnaise.
Becasue it says mayonnaise
Mayonnaise
Said real mayo
Mayo
it is misleading because it has no eggs
mayonnaise label/jar/ingredients. But it isn't real mayo because it has no eggs, so its not
mayo at all
ok maybe i was wrong, it is fake mayo
mayo lable
Has similar properties to mayonaise and the mayo name. Is as fatty as mayo.
A product called mayo and its labeling
It's described as Just Mayo
Mayonnaise

Mayonaise
Food product

1
1

Case 2:14-cv-06856-WHW-CLW Document 10-6 Filed 11/07/14 Page 6 of 8 PageID: 121

PanelID
14398803

S1 S2_1 S3_1 S3_2 S3_3 S4_1 S4_2 S4_3 S4_4 S4_5 S4_6 S5_1_1 S5_1_2 S5_1_3 S5_1_4 S5_2_1 S5_2_2 S5_2_3 S5_2_4 S5_3_1 S5_3_2 S5_3_3 S5_3_4 S5_4_1 S5_4_2 S5_4_3 S5_4_4 S5_5_1 S5_5_2 S5_5_3 S5_5_4 S6 S7 S8 S9 S10 Q1 JUST MAYO (ACTUAL) JUST DELICIOUS DRESSING JUST MAYO DRESSING NOT QUITE MAYO
2 48
08
14
1967 2
2
2
2
2
2
1
2
1
2
1
2
1
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1
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1 1 1 3 3
1
3

14539686
149459618
13141510
682517
14959075
15426087
13590452

2
2
2
1
1
2
2

28
42
26
24
55
17
37

12
12
04
09
01
03
12

09
22
12
29
29
13
24

1988
1970
1970
1941
1983
1971
1947

2
2
2
2
2
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2
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2
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2
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2
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2

1
1
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1
1
1
1

2
2
2
2
2
2
2

11417368

48

09

19

1961 2

149780216

36

05

10

1974 2

12540566
13629947
3144598
15455764

2
2
2
2

17
42
48
37

08
01
01
04

14
19
23
02

1971
1979
1958
1963

2
2
2
2

2
2
2
2

2
2
2
2

2
2
2
2

2
2
2
2

1
2
2
2

1
1

267935

42

03

12

1961 2

4969570

06

03

17

1956 2

13596455
13671820
11590600

2
1
1

48
39
48

11
11
11

04
12
26

1979 2
1985 2
1959 2

2
2
2

2
2
2

14112636
15294813

1
2

18
06

09
03

17
10

1956 2
1970 2

2
2

2240212

06

04

06

1932 2

11331124

30

03

20

1902403
14597812

1
2

12
48

11
05

10536846
14831115
2835975
14065469
872766

1
1
1
1
1

08
26
04
51
39

149122718
11900621

2
1

149514674

1
1

1
1
1
1
1

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2
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1
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1
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1
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1
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2
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1
1

2
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1
1

2
2

1
1

2
2

1951 2

19
26

1955 2
1948 2

2
2

2
2

2
2

2
2

2
1

1
1

2
2

1
1

2
2

1
1

2
2

04
08
08
01
03

11
23
13
16
08

1961
1946
1965
1940
1942

2
2
2
2
2

2
2
2
2
2

2
2
2
2
2

2
2
2
2
2

2
2
2
2
2

2
2
2
2
2

1
1
1
1

2
2
2
2
2

1
1
1
1
1

2
2
2
2
2

1
1
1
1

2
2
2
2

2
2

06
26

02
09

26
22

1975 2
1939 2

2
2

2
2

2
2

2
2

2
2

1
1

2
2

1
1

2
2

1
1

2
2

1
1

2
2

37

04

13

1981 2

1942634

51

03

04

1956 2

15514492

13

12

16

1953 2

2725392
14661169
13739340

1
2
1

37
06
48

11
12
09

29
29
14

1951 2
1982 2
1978 2

2
2
2

2
2
2

2
2
2

2
2
2

2
2
2

1
1
1

2
2
2

1
1
1

2
2
2

1
1
1

2
2
2

1
1
1

2
2
2

1
1

149124514

39

05

24

1975 2

12292932
13525366
530017

2
2
1

48
24
34

02
03
12

26
05
22

1969 2
1965 2
1944 2

2
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5327604
5245301

1
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12
17

09
07

01
12

1959 2
1969 2

2
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1
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1
1

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2
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5434799
148983024
15041141

2
2
2

45
06
51

09
03
05

02
30
02

1982 2
1995 2
1982 2

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2
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2
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1
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1

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4404051

04

08

05

1964 2

149241492
11423890

1
2

48
42

05
07

13
06

1964 2
1974 2

2
2

2
2

2
2

2
2

2
2

1
1

2
2

11753785
149122217

2
2

08
48

04
02

16
21

1949 2
1946 2

2
2

2
2

2
2

2
2

2
2

1
1

1
1

2
2

149616414
15377827
15160746

2
1
2

29
42
05

11
06
11

29
30
06

1974 2
1978 2
1955 2

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2
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1
1
1

2
2

1406375
15034193

2
2

34
55

12
02

15
04

1962 2
1973 2

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2
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2
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2
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2
2

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1

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1
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2
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1
1

149083009

53

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1957 2

14958992

29

03

23

1948 2

2012598
149559153
3039045
149778966
10857187

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1
2
2
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06
48
53
32
42

02
05
06
04
10

26
03
18
28
08

1948
1970
1963
1981
1947

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5392866
149005307

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34
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06

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27

1966 2
1959 2

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2
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2
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2
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2
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14922057

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1954 2

15467624
2906747
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26
36
12

12
04
02

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19
24

1960 2
1942 2
1949 2

2
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2
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2

2
2
2

148908927

42

11

15

1939 2

13086531

17

10

16

1953 2

14757411
149244686

2
1

04
41

06
07

21
12

1972 2
1957 2

3871499

36

06

19

13287987

12

04

14678431
149736821

1
2

48
04

149077689

149780863

3
2

3
1
1

3
1

the ingredients

mayo, a new form or version of it. This one is non-GMO, gluten free, dairy free, etc. BUT
seems to have modified food starch in it.

It is a product with many benefits for the health, with healthy and highly
nutritious ingredients. eatable for all the ages, Non-GMO, cholesterol free,
gluten free, egg free, soy-free, dary-free, lactose-free, Excelent.
an allergy free alternative to mayo without gmo's
It looks like a healthy mayo
No egg, organic mayo
it's a nonGMO salad dress mayonaise for sandwiches. It looks very natural
and healthy. I like how it does not have GMO.
a fat-free Mayo from Hampton Creek called: Just Mayo. Egg-free, soy-free

Besides being healthy it is delicious

for those the ingredients

description of a food

looks natural with minimal ingredients


It is egg free, has no sugars. It looks like a health food.
Company from San Fransisco, joy for your sandwich tag line,
It's a nice size bottle and it has brown packaging.

1
1
1
1

main ingredients but allergy free


It is made naturally
I guess it can be real mayo without eggs, looks like it anyway
It had mayonaise on the bottle

mayonnaise by hampton creek farms


Mayonnaise
Mayonnaise product
Viewing a picture and being able to rotate Mayonaise.

because it's called: Just Mayo

a new product from Hampton Creek called: Just Mayo

Mayonaise that seems as if it might have a bit fewer calories than typical
I noticed it has some vitamins. I'm not sure if this is typical.
similar products. The label looked sort of bland however in terms of the color
and graphics.
It looks natural and simple.
There are a lot of calories for one tablespoon
low fat
n/a
Cheap imitation miracle whip that sounds horrible going by the ingredient list. no

The label described it as such.

The main topic was about mayonnaise.

1
1
2

It is just mayo nothing else.


The title says so
because it says "just mayo" on the label.

Mayonaise
Shopping
imitation mayo

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this product is a healthy product because of the ingreidents


I would but this product if I saw it on the shelf in the store
I think this dressing is healthy for my family because it is no GMO cholesterol It is a good size
and gluten free, and only 90 Calories, I have used that brand and I like it.

2
2

because it looks like mayo


I think it is a dressing like mayonnaise but healthier

mayonaise to spread on your sandwich


nutrition facts of mayo dressing

It is a mayo spread made by Hampton creek. It has 90 calories per tablespoon


serving
Joy Mayo
GMO free
gluten free
kosher
0 cholesterol
organic
just like regular mayo without gmo's
Just Mayo, Non GMO, cholesterol free, gluten free, dairy free Mayo by
Hampton Creek
Mayo. Colestoral free and sugar free
just mayo 10g fat 15% 5g sat.fat. 0% chol. put fun on your sandwitch
new brand of mayo dressing without cholesterol,sugar etc etc
Joy brand mayo with brown label
30 ounce jar of low fat mayo

no

it is like mayo

spreads

soy free
egg free
lactose free
egg free
just mayo
joy on your sandwich
soy, lactose,dairy, gluten free
Egg free, soy free, Kosher Mayo

it doesn't contain the same ingredients as real mayo


so it is mayo-like and not real mayo

just mayo

2
2

real mayonaise is made with eggs


Ingredients in real mayo like eggs are not in it.

introduce a dressing similar to mayonaise a little more healthy


Just Mayo dressing label

no
not realy
nothing
Product dietary info
Looks like an attempt to be "healthy"

2
2
2
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2

Mayo
to give my opion on the lable
new brand of mayo
Mayo-type product
Mayo

a healthy vegan mayo that's not genetically modified- simple and natural
A new condiment for dressing sandwiches and very healthy, except high in
calories and fat.
I would describe the product as an all natural mayo product

no
It sounds interesting as an alternative to real mayonnaise

2
2

Says just mayo


it didn't look like mayo
not eggs,sugar only oil
Low calories
Real mayo is probably not very healthy for you...
Since this attempts to look healthy, it must not be real mayo :)
there's no egg in it which real mayo has it has pea protein instead
From reading the label front and back

It is also free from a lot of additives such as soy, lactose and gmo

It labels itself as a dressing and real mayo contains a lot more fat than the product

Mayonnaise in a jar. The label was brown and it said something about Joy on Egg free, gluten free, HMO free
the side. The back had nutritional info along with the ingredients.
It has no eggs and sugar. It was made with expeller pressed canola oil. No salad dressing.
GMO. 60 calories per tablespoon. 75 salt. Hampton company.
non egg mayo, low sodium low everything
simplistic labeling
Natural mayo that is healthy and tasty.
no.
This product is a good product for people with food allergies. It is basically
I would describe this mayonnaise as something you might find at a farmer's
free of everything except fat and a small amount of salt. There is no soy, no market because it seems like a food for "alternative" people, people who don't eat
dairy, no vitamins, no carbs, no sugars, no lactose, no eggs, no cholesterol, no a lot of processed foods, who like alternatives to things like gluten free, dairy free,
genetically modified organisms, no vitamins.
etc.
gluten free, gmo free, egg free, etc....not sure how it can actually be mayo?
no

Because of the lack of eggs in the product.

Viewing a mayonnaise jar and explaining the product.

no eggs

A new mayo without eggs and something else I can't remember

2
2
2

egg free mayo


Mayo
I evaluated a jar of just mayo dressing from hampton creek.

NO EGGS, no difference from kraft


It is healthier than the regular mayo that I use and has less ingredients.
the label calls it just mayo dressing. Most things that are "Real mayonnaise" simply
call it mayo or mayonnaise on the label. They don't call themselves mayonnaise
dressing. If you want people to think that you are real mayo, just remove the word
"dressing" from the label.
there is no egg in it

A better for you mayo.


Mayo that is 90 calories per serving
Mayo: cholesterol free, egg free, no GMO, kosher, lactose free, low sodium,
moderate fat.
mayonnaise in a plain brown wrapper
It appears to be a mayonnaise-like product that is dairy-free, soy-free, glutenfree, egg-free, and non-GMO.

healthier
na
10 g of fat, 1g saturated fat, 90 cal per serving

2
2
2

It doesn't have all of the artificial stuff mayo has in it


there is not egg so it is not mayo
does not contain eggs

mayo
mayo like spread
a new mayo/spread

all fat
It's made primarily out of canola oil, water, lemon juice, and vinegar.

2
2

no eggs
I don't know exactly how mayo is normally made, but I think it has eggs and/or dairy
products in it, and this had none of that. But it is clearly being marketed as
something to be used as mayo normally is.
mayo has egg
It doesn't have eggs as a main ingredient
Real mayo contains eggs.

mayonnaise
This survey is about a mayonnaise-like product.

All natural, all free Mayo.

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imitation mayo
A healthy alternative to regular mayonnaise.

30 ounces instead of 32 which usually means it costs more.


Simple label design makes reading it easier.

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with canola oil;


This spread is cholesterol free, gluten free,dairy free,lactose free and kosher,what
more could you ask for.The perfect spread for everyone.
no
It had an egg on the label...
It's called Just Mayo. And Non GMO

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It has no dairy, soy or lactose


It used the phrase "dressing."
There is no egg in it and no dairy. I believe mayonnaise is made from eggs.

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Just Mayo, no GMO, Joy to sandwich


A product that is non GMO,soy free,egg free,low fat spread that tastes great
on your sandwich,the healthy alturnative to regular spreads.
a healthy version of mayo
Mayonnaise dressing (like Miracle Whip), 90 calories, 10g fat.
It is dairy free. It has no eggs or gluten. I think you could consider it vegan. It
has a lot of fat 90 calories all fat calories per tablespoon. It is soy free and
kosher. It's by Hampton Creek and they are on Facebook.
Egg-free, completely oil-based mayonnaise-like product
A healthier Mayo choice

no eggs
labels on products
There are no distracting pictures and the reader can clearly see that it is lactose-free Mayo alternative.
etc.
doesn't say if real mayo or just spread 3d images
There aren't any of the ingrediants that there is in real mayo,esp.eggs.
A better spread.

GMO-free and Kosher


Plain looking.

2
2

there is a new mayo on the market that will help a lot of people with dietary
restictions or life style choices that may have not been eating mayo

this product is gluten free, egg free, non gmo,soy free

Mayonnaise is made with eggs traditionally


Mayonnaise-like product
Not sure why I say that. I guess because it looks so plain looking and free of all sorts New Mayo choice and what I thing of the item.
of ingredients.
the label indicated that and it does not contain the ingredients that real mayo does mayonassie and salad dressing

A Mayo product that only has fat and sodium. No dairy, no GMO, Kosher.

no

No dairy. I thought real mayo had dairy in it. I may be wrong.

Review the label for Just Mayo.

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another brand of mayo


jar of mayo from a company that I haven't heard of before
gmo free Hampton 60 servings
plain labeled. im not sure it's mayo though.
Something good on a sandwich which is low calarie, cholestrol free, low
sodium and for someone who is lactose intolerant
very healthy mayo, no sugar or carbs and no cholesterol
a mayo made from oil and lemon juice, vinegar, and spices with a
preservative. no GMO, no egss,no dairy, etc.
low fat, low cholesterol, and low in sal

no
cool labeling, colors, and logo
nothing
nothing else, sorry I wasn't more helpful
no

2
2
2
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2

seems like a knock off type product with preservatives


the ingredents
I don't think it was mayo or salad dressing
mayo is oil and egg whites
It is too low calorie

soy
didn't notice if was gluten free, but probably was

2
2

nothing is in it that makes mayo


it does not have eggs

to address this mayo type product


mayo
salad dressing
mayo
A new dressing for sandwiches which is low calorie, cholestrol free, gluten free, low sodium
and for somebody who is lactose intolerant
mayonaise
a mayo type product

because it is to healty

to give my opinion on what I read and saw on this product

The size of the jar the resemblance to a mayonnaise product


Real mayo has eggs
mayonnaise is made with eggs. They are an essential ingredient in traditional
mayonnaise.

How about we pay attention to what we seen in our descriptions afterwards


My personal characteristics.
looking at a label of a product that is called "mayo dressing". Describing this product in
detail. Answering whether or not I would consider this product mayonnaise.

because of all the stuff that wasn't in it. I remember egg free and I think real mayo
has egg.
It said it was Mayo but it doesn't have the usual ingredients.

Do you think the jar you see is real mayo?

mayo dressing, so it is not really only mayonase


It does not contain certain items such as eggs.

i don't know
A new "Mayo" spread

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1946 2

02

1947 2

11
07

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29

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1961 2

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25

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29

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06

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11625524

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14013712

13

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20

1976 2

360331

55

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11292429

39

04

04

1976 2

15534327

12

07

26

1987 2

149198134

36

01

23

1985 2

149109436

31

11

24

1952 2

11403551
14904758

2
2

48
23

08
11

28
02

1954 2
1967 2

2
2

15076671
148913268
149668450

2
2
2

28
17
39

11
09
07

16
08
27

1951 2
1964 2
1987 2

4076185

42

02

29

149741489
10065820

2
2

06
06

04
11

12986594

30

15067286

467650

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1

I think that because I believe a "real" mayo has whole egg in it and without that
ingredient it would just be an imitation.

3
3

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I saw that this product is make to be really heathy making me to believe that this is 2
a good and safe product to eat
Black top, made in California,keep in the refrigerator after opening ,90 cal.
Seemed a little yellowish in color plastic container
2
Egg free mayo
No
2
mayo that is gluten free, egg free, soy free, low calorie, non GMO, etc. Has all made by a company that I have never heard of "Hampton Foods" out of San
2
the bells and whistles for people who want there food without any factors that Francisco.
cause allergies or reactions.
A jar of mayo with an ugly brown label.
It had a label with the caleries listed. and had a bunch of stuff it was free of.
2

Seems healthy. Boring label.

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1

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It mayo dressing, all free (gmo, dairy...), 90 cal, hemptoncreekfoods


A low fat mayo spread.

I would not buy it or even pick it up. Not attractive packaging. Does not look like it 2
would taste good.
i don't know, eff free, cholesterol free, 32 oz
2
Made in the USA
2

No GMO, glutten or soy


I don't think I would buy this product it is not made fromany dairy products

no

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1

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mayo
Mayo
Mayonnaise packaging

2
2

a spread that resembles mayo

2
2
2

mayonnaise and viewing the label of a similar mayo product

2
2

no gmo mayo, gluten free, lactose free, dairy fee


no
Gmo free natural sandwich dressing
Gluten free, they also have a Facebook page
A very clean simple container containing an all natural product that is allergen It looks like something you would find at whole foods and that I would purchase
free
It is mayo that has no egg, gluten, or processed ingredients. It is all natural and While I am not a fan of gluten free, egg free, dairy free, kosher, etc., I will be
the calories are less than half of regular mayo. The label is very generic and willing to try this only if it were a sample at the grocery store. I would not pick up a
bland and the logo is uninteresting. It states "Joy On Your Sandwich" but the whole jar because I do not think that I would like it.
coloring doesn't it make is seem very joyful. It is manufactured by a local USA
company which is very nice to see but they need to do more to spruce up the
packaging. I would not probably pick up this jar to even look at it in the grocery
store because it would be outshined by other manufacturers Mayo.

a new type of mayo


Sandwich spread to replace mayonnaise

2
2
2

I reviewed the label and the numbers look really good for this product

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1972 2

02
28

1990 2
1960 2

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06

15

1972 2

51

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18

1983 2

25

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1981 2

149762601

36

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27

1960 2

197715
4792140

2
1

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21

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1955 2

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11719512

26

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18

1955 2

5718752

06

05

01

1981 2

15560348

28

07

11

1985 2

5205946
149093456
14017432

2
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1

42
47
28

05
05
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27
10

1972 2
1949 2
1977 2

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148815653

23

04

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1979 2

15036272
149786278

2
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29
37

02
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27
18

1952 2
1956 2

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15519479

39

10

13

1959 2

15267655

41

07

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1983 2

149595468

41

03

28

1979 2

149639550

04

11

19

1952 2

10795978

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no, nothing more

Mayo dressing was the topic.


Mayonnaise
product research on dressing or spread
Survey on new food product
mayo
mayonaise
effectiveness of labeling

Because the label says that it is mayo.


no added GMO, no eggs
because of the description
Fat content 90
the label
calledjust mayo
label reads just mayonaise

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No nothing else.
label is very plain, shows an egg, but is egg free
no
Label nice color
brown label, plain but gets the point across
no
no

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Q6_1
The survey was about a product called Just Mayo.

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Q5_1
It claims to be just mayo.

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Q4
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Q3_1
It doesn't seem very appealing to me, like it would have no flavor..very dull.

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Q2_1
It's a healthier version of mayonnaise than that which is currently on the
market with no GMO's, and is gluten-free, lactose-free for those who are
interested in that sort of thing.
I would describe it as delicious and healthy.
Free of many ingredients, mayo
mayo soy free dairy free
No sugar, lots of fat, no carbs, low sodium.
mayo, joy, healthy, no vitamin content, low fat
pure all natural mayo
mayonaise -no trans fat - no carbs - only one gram of saturated fat (do not
know what non GMO means)
The label would have you believe it's a "pure" mayonnaise. That is, there's no
dairy, gluten, GMO... but, there never was in mayo to the best of my
knowledge. Problem for ME: I see modified food starch on the list of
ingredients. My husband has Crohn's disease, which is flared by the
consumption of MSG, which can be specified as "modified food starch", so I'd
be very leery of this product until I contacted the manufacturer to clarify.

a mayonaise or sandwich spread that is cholesterol free and low in calories


and fat. very suitable for people with dietary restrictions
it looks different from what mayo looks today
Mayo dressing that is Non GMO, glutin free, egg free, dairy free that is made
from olive oil from Hampton.
It's a mayonnaise product. It almost looks like it's supposed to be "all natural".
It's a non GMO product, with no cholesterol.
all fat no carb and protein. seems natural or organic (non GMO). would buy for
right price and if needed.

mayo
Reviewing a label/product for a mayo substitute.
Just Mayo that's dairy free, and gluten free, soy free GMO FREE.

Mayo

after ready the ingredients it seems that this mayo would good tasting but healthful 2

its not made like a product likeheelmanns mayo which I would not choose any other its about a different type of mayonnaise made with no dairy products
brand
it is not made with the same ingredients as real mayonaise
a mayo or sandwich spread that can be used in place of real mayonaise

the color of the label is deiffent


90 calories per 1 tablespoon serving. 60 servings per jar. No carbohydrates.

the look of the white bottle but different color lable


Because real mayo is made with eggs and has lots more calories per serving.

mayonaise
Hampton mayo dressing.

The label calls it a mayonnaise product, but I don't think it's real mayonnaise.

Mayonnaise "dressing"

no eggs in the ingredients. also says egg-free.

1. if people could recognize the product as real mayonnaise


2. to determine how people would go about reading a label when considering a purchase;
find out what people look for when reading the label
The main topic is the mayo product which has no carbs, sugars, cholesterol, and is gluten
free
Review the MAYO dressing that is made with non-gmo canola oil. Dairy-free, egg-free, glutenfree.

2
2

The label is very simple and plain. The product is gluten free, dairy free, lactose 2
free and a Kosher product.
packaging would attract someone who is into healthy, natural or organic products. 2

Very healthy mayo


Gluten free
no carbs, sugars, cholesterol, etc.
Mayo dressing - non-GMO verified. Egg-free, soy-free, gluten-free, dairy-free. Non-GMO verified logo on it.
made with non-GMO canola oil. can be used on a sandwich. Contains organic
sugar, but not organic apple cider vinegar. Contains EDTA (preservative). 60
servings in one jar.
Natural.
No eggs, no soy

It is too healthy to be REAL mayonaise

Real mayonnaise is made from eggs and oil. There were no eggs in it.

It doesn't have eggs. Real mayo has eggs

Mayo dressing with a brown paper looking label. Has a list of % of fats sugars Quantity
and other facts about the mayo.
Bar code
Social media sites
Lactose Free, Gluten Free, Egg Free, Safe for many people with common food Simple Eye catching Label
in tolerances and allergies. A healthier alternative for Mayo.
it is pretty much free of everything gluten cholestral egg. It has no vitemans. Its Its pretty straight forward and again i would try it
called just mayo. Refridge erate after opening like anything else. It seems
pretty good. I would definitely try it.
This is a dressing that is non gmo, gluten, egg, dairy, lactose, soy free. Has brown label. Not sure what I think about the brown label.
90 calories, all fat. uses canola oil and lemon juice. joy for your sandwich

The word dressing was on to label and that was in one of the answers

2
2

As "Mayo" is an egg and oil based salad dressing/spread and this contains no eggs I Just Mayo
would consider it an alternative or replacement for mayo.
it really doesnt have much of wht mayo actually has but it tastes like it
a new brand of mayo and questions regarding it

real mayo is made with eggs, and this is not.

Just Mayo

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3

Mayo, but what is it really made of.


Is it really mayonaise
A mayonnaise dressing that caters to many people's food allergies and issues. no

2
2

a survey on mayonnaise like product


Mayonnaise

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no
no
no

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2

An organic mayonaisse
Looks generic, plain looking label that would not get my attention
Seems healthier than normal mayo, or at least lists a lot more information
about what was in the product but isn't very eye catching. The brown label
makes sense, as it relates to recycling but it isn't visually appealing.
organic healthy mayo non gmo

Its egg free, you make real mayonnaise with eggs


It seems as though there should be more to the mayonnaise than what I am reading
on the label.
It didn't have the word "Real" on the label
list of ingredients not within product
Is contains no eggs, which is an essential ingredient in mayo.

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pretty much free of all the bad stuff for you except it has 75mg of sodium in one
tablespoon :(
Refrigerate after opening.
It looks like it is fairly low in sodium and calories for a full-fat mayonnaise-type
dressing (only 30 calories a teaspoon).

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nothing else

mayo product that has no egg, gluten, and many other traditional ingredients

I'm not sure what exact ingredients constitute "real" mayo, but this jar had the label
"dressing" below it, which usually means a mayo-like product

mayonaise

2
2

mayo should have eggs, oil, vinegar, and salt. this is egg free and has added sugar mayonnaise
but looks like it's branded as "healthy"
the label list alot of non stuff. Non dairy etc. Made me think it was fake mayo.
Observations of a mayo bottle and label.

no GMO
no

2
2

If it doesn't have eggs and milk then it's not real mayo
real mayo is made with eggs and "Just Mayo" is not.

non diary mayo


to gain opinions of a new product

It has an interesting label, kind of brown paper bag. It is free of just about
everything soy, lactose, egg, gluten, and cholesterol. My concern is it free of
flavor as well??? There certainly isn't a whole lot of nutrients going on in the
bottle.

Because I believe real mayonnaise is made with eggs! Anything else is some kind
of derivative, sort of an alter ego of mayonnaise and should not deceive the public
into believing it will be mayonnaise.

I think it is on following directions, which I am not sure if I did or else it is on weird


mayonnaise!

Because it has no eggs...mayo always has eggs.

It is about a mayo like spread that is made without eggs.

An all natural possibly vegan version of a mayo. It has a brown natural label, it not really
has lots of writing but pretty direct and to the point for most of it.
A light mayo that is soy free, egg free, organic and non GMO
and gluten free

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mayonnaise, no gmo, soy free, lactose free, kosher


I like what I saw and I like to try this product
It is an alternative to regular mayaonnaise. No sugar or carbs, that's good.

none
no cholesterol , low sodium that what like
Only 90 calories per serving. I am wondering what it would taste like though.

2
2
2

It doesnt have eggs. real mayo is an emulsified dressing made with eggs, oil and
"Mayo"
vinegar
it says a mayonnaise dressing
mayonnaise dressing
no eggs,
sandwich spread
It's made with oil, kinda like margarine which resembles butter but is not really butter. Just Mayo

The wrapper is very plain.

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name JUST MAYONNAISE DRESSING


Appears to be purely organic and made only from vegetable products.

2
2

It leads me to believe that it is more like Miracle Whip (with a little zing) and less like The main topic of this survey is mayo.
Mayo. I get this opinion from where it says Mayo Dressing on the front of the
wrapper.
name on jar
don't know
No egg ingredients.
Examining new food products.

Just Mayo Salad dressing from the Hamptons Creek has no GMO's, is soy
free, lactose free, dairy free and kosher! The label makes the product have a
more natural feel.
a jar of mayonnaise
Product states to organic. Shows only 15mg. carbs and only 10mg. fat.
Appears to be a healthy mayonaise with no egg products in it.
Healthy. It has zero or low amounts of many things that people try to
control/avoid.
A very modern, eco-conscious, natural Mayo dressing. Modern logo and label
design, very appealing to minimalists. Leaves coming out of the barcode was
a clever touch. Very "green".

I like that it's non GMO.

The ingredients don't sound like real mayo.

A bottle of artificial mayo. The label was brown and boring but had all the info
one would want to see.
All natural, dairy free mayo
Standard mayo jar with a plain brown paper label on which "Just Mayo" and
nutritional information on it. Also lists items that are NOT included.
This would be an interesting mayonnaise to taste because it is not made with
eggs it is made with pea protein. I can't imagine what it is like?? It is a kosher
product and doesn't have any GMO's and seems to me to be a product that
would be in a Natural Foods Store or in an area of a grocery store that
contains organic and other different type of modified food products.

its called mayo dressing not organic non gmo mayo, it has other things added to it to get your feelings on this new type of mayo product
that make it not mayo
Because it says just mayo dressing.
To review a product label.
It doesn't contain eggs, which I think mayonnaise has as an ingredient. It says Just Hampton Creek Just Mayo dressing
Mayo "dressing" on the label, not mayonnaise.

real mayo has eggs

2
2

to view products and answer questions on our opinions of them.


sandwich spread
Mayo.

Dairy free, soy free, non GMO mayo dressing.


It is Hampton Creek mayonnaise-type dressing named Just Mayo. It doesn't
contain eggs, however. It is non-GMO, cholesterol-free, soy-free, dairy-free,
gluten-free, and lactose-free. It is made from limited ingredients and all are
items I recognize.
mayo without all the good stuff. Looks interesting but would have to taste it to no
see if it is good enough to replace regular mayo
Mayo product with simple brown bag style label, product and packaging looks no
purposefully minimally processed. Communicates an "all natural" or "organic"
message. All the egg-free, dairy-free, cholesterol-free, lactose free, glutenfree, etc labels made me curious what was actually in the product. Simple,
straight forward ingredients. I would be curious to know how the taste
compares to a regular mayo.
vegan mayonaisse, very hip fresh design
nope

A mayo that is made up on canola oil, lemon juice and other ingredients. No soy, no growth
hormone, Is kosher
Looking at a 3d version of a bottle and asked questions about it.

Fat-free, egg-free, lactose-free mayonnaise

Loved the egg/leaf logo, loved the black and white ink on brown (recycled?) paper. 2
Loved the big JOY, very attention grabbing. Looked very clean and attractive.

The color of the label turned me off of the product. The color reminded me more of 2
mustard than mayonnaise. The lack lid was not appealing either. Dark or earthy
colors and mayonnaise don't work well together.
Natural, non-GMO mayonnaise. No eggs, mostly natural products. Made with No eggs.
2
canola oil. Kosher.
Non gmo mayonase
no
2

maybe, it's about packaging/labeling.

It's not real mayo because there are no eggs in it. I do think that it is a little
A label for an egg-free mayo type dressing.
misleading because it says it is "Just Mayo" which makes you think that it's just all
natural mayonnaise, not fake mayo. Plus there is an egg right on the label, so I think
people will miss the fact that there are NO eggs in it. Is it also vegan?
I do t know the industry definition of "real mayonnaise", but all of the mayonnaise I've "Just Mayo", an everything-free mayonnaise substitute.
ever liked had egg in it.
Mayo usually has eggs and this does not.
non gmo

Read label of this new product which is different from mayo, but should taste the same for
people who would like to use it instead, or need to use it.
review non gmo mayonase labeling

Case 2:14-cv-06856-WHW-CLW Document 10-6 Filed 11/07/14 Page 7 of 8 PageID: 122

PanelID
149188078

S1 S2_1 S3_1 S3_2 S3_3 S4_1 S4_2 S4_3 S4_4 S4_5 S4_6 S5_1_1 S5_1_2 S5_1_3 S5_1_4 S5_2_1 S5_2_2 S5_2_3 S5_2_4 S5_3_1 S5_3_2 S5_3_3 S5_3_4 S5_4_1 S5_4_2 S5_4_3 S5_4_4 S5_5_1 S5_5_2 S5_5_3 S5_5_4 S6 S7 S8 S9 S10 Q1 JUST MAYO (ACTUAL) JUST DELICIOUS DRESSING JUST MAYO DRESSING NOT QUITE MAYO
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Q6_1
our reaction to what I presume is a new mayonaise or sandwich dressing that is healthy since
it is made from canola oil
hampton creek mayo
mayo substitute
Non-GMO Mayo made by Harbor Creek Products

2
2
2

there are no eggs in it


ingrdients
I don't know what "real mayo" is supposed to be. I have never made it and usually
buy Hellman's with is "real may". I don't like Miracle Whip and that's all I know.

Mayo dressing that is soy free, egg free, gmo free, lactose free, gluten free 90
cal per serving of 1 tbs.
New product called just mayo by hamptoncreekfoods. It is non gmo, dairy
free, lactose free and kosher. 90 calories and 10g of fat.
A product that calls itself mayo, but is really a mayo substitute
All natural and very healthy
The product packaging was very simple and plain. There really were not any
graphics, and the label was a mustard yellow color with plain lettering.

0 protien, 14 g fat

Because the lable read MAYO Dressing

Mayonaise or dressings

Egg free

because it's dairy free, lactose free and egg free.

Mayonnaise

no
no
The label indicated that the product was GMO and gluten free, and it contained
twitter and facebook handles.

2
2
2

it doesn't contain eggs


It says mayo on the label
No where on the label does it say real mayonnaise. The label does say just Mayo
dressing. Usually, real mayonnaise is not referred to as dressing.

a new mayonnaise product


all natural mayo
Product packaging.

2
2

no eggs in this mayo


It doesn't have ingredients that real mayonnaise has, but highly resembles
mayonnaise.

Just Mayo
getting to know about a product that highly resembles real mayonnaise

It is dairy free, egg free, lactose free, and all the info on the label points to it being a Reading product labels in full with glasses on, which the main labels that were asked about
vegan product, or at the very least, a vegetarian product.
previously were ketchup, mayo, and mustard...that I said I would be buying or have bought in
the past 6 months.
"Real" mayo usually has eggs I think. This is more like an oil based spread.
Mayonnaise

It is not made with eggs as a traditional mayonnaise is.

It may taste like mayo but it does't have the same ingredients that normal mayo has. A Mayo product.

Just Mayo.

Dairy Free with a variety of natural ingredients.


Very "Earthy" (which fits), but can look a bit 'cheap' and like from a 'Co-Op'.
2
It is plain. Looks like it may have been made from recycled materials. Not
Needs more colors
2
something that would pop out at me at the store.
Very simple label design. it is a common product that i use but i don't think it is i prefer a squeeze bottle
2
a healthy product. it would have to show me something really different to get
me to buy it
A gluten free, dairy free mayonnaise with no cholesterol or carbohydrates.
nothing
2
Mayo without eggs, non gmo certified, no nutritional value other than fat
To me, mayo is eggs, I don't see this as mayo. I also don't see it as healthy, which 2
content. i'm not really certain what to say about the product other than it
is what I feel it was presenting itself as.
doesn't include much of anything, but seems to be represented as healthy.

It has no dairy or Protein


I think mayo is made with eggs.

Opinions of a product & Label called "Just Mayo".


Packaging of a condiment.

real mayo has eggs and dairy products in it

evaluate mayonnaise product

because real mayo contains egg.


There are no eggs in it.

a non-gmo mayonnaise.
Review a product that is represented as mayonnaise.

Jar of Mayo// 15% fat//3% sodium //Brown label//Slogan Add Joy to your
Saturated fat 5%
Eating//does not make me want to use it
It is unique in that it does contain many of the ingredients normally found in
It is low in saturated fat. It is in a very bland container.
mayo. It seems it can be used by most because it is lactose and gluten free
and also does not contain GMO's. It is made of a combination of different
ingredients such as canola oil, lemon juice and vinegars. It does contain 10
grams of fat per tablespoon.
It looks good
No
Great product!!! it has no cholesterol and contains no eggs.
Its gluten free
a jar of mayo that is kosher,egg free,gluten free,hmo free,cholerestol free.
90 calories per serving
SOME ITEMS IN IT ARE WHITE VINGEAR salt.
Mayo, 90 calories per serving, fat free, kosher, made in the US, label bland
Label bland, wouldn't consider buying.
(brown paper), colorestral free, maybe organic? No MSG, salt 3%,
Mayonnaise brand
Bland label
a jar of mayo
none
it's mayo and it has a lot of fat in it
thats it
a more natural mayo, no additives, no preservatives, no milk or eggs
n/a
an all natural mayo
no
Another brand of mayonnaise with healthier ingredients, does not contain
Nothing else.
much fat or cholesterol.
seems like a better mayonaise on the market
not really
It looks like mayo
the label tries to give you the impression that it is more natural
different
nope
A plastic bottle of Mayo
90 calories
A mayonaise Substitute made by Hampton Creek Food in California that's soy, Comes in a 30 ounce jar.
egg, gluton free that says 'joy on your. sandwich and should be refrigerated
after opening.
it seems different from regular Myonaise
nothing else
a mayo substitute with a quirky label that you notice on the shelf
looks like a good product for vegans, vegetarians and people that have allergies
to eggs or lactose
Colestrole free, dairy free, gluten free, GMO egg free, plus more - also Kosher. Dairy fee - no salt?
90 Cal for 1 tablespoon,

Label Appearance

Consumer opinion of new product by Label Appearance

It does not really fit any of the selections maybe a combination of some of the.

A new different product that can replace mayo.

7
1
1

Did not look good at the label


Because it contains no cholesterol and no eggs
it looks like mayonise, and appears to have many similiar items

Mayo
Mayonaise
a survey on condiments, especially Mayo, or mayonnaise

ingredients

bottle of mayo

1
1
1
1
1
1

Mayo
There is none just food
it is what it is
mayo
because it is real mayo
mayo
thats what it was
to look at a jar of mayonnaise , including the nutrition label
it has no preservites
mayo
Because that's what I saw in the presentation, a jar mayonnaise at first appears but itAbout a new product, which seems Mayonnaise, which is another type of product with other
is not.
ingredients.
it really could have been all the names described who knows
mayonnaise
It has high calories and all from fat like mayo
A mayo or mayo like substitute
it seemed like it with the mayo word
jar of mayonnaise
Label "NOT QUITE MAYO"
MAYO
Because it's 'free' of most if not all mayonnaise ingredients and is called 'Not Quite A study on a new mayonnaise replacement product.
Mayonnaise'.

1
1
1
2
2

2
2

becaue of the title and ingrediants


real mayo has eggs in the ingredients

Mayonaise
I got to see a mayo substitute with a cute label. This product is daily, lactose & egg free. The
survey had you look at the label and then describe the product.
Mayo made by a company - without "bad for you" ingredients and even Kosher. No dairy,
eggs, gluten - & several more that can cause health problems for people, but still tastes like
and you can use - as Mayo.
mayonaise type product
survey about a mayo like product

That is what it read - Like mayo without all of the unhealthy ingredients.

not something I would buy


no
the container looks almost industrial...product contains no dairy, no GM), is
interesting name - not quite mayo
comparatively lowfat
Not Quite Mayo; sandwich spread; gluten and soy free; no GMOs, lactose free. Nothing else
Low calorie. No sugar, no carbs. The label looked like the old "generic food"
labels that used to be popular a couple of decades ago. The label was tan
color and not very appealing. The logo appeared to be egg-shaped. The UPC
code had what appeared to be trees coming out of it.

2
2

it is what the label said


the name, the ingredients ( no eggs)

The name of the product is Not Quite Mayo, which strongly implies it is a spread or
dressing that is not mayo, but somewhat like it.

Not Quite Mayo dressing

Egg free mayonnaise.


Fake mayo

1
1

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4

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1

4
4

It's mayo that's free almost everything.


I wonder about the taste.
Some fake mayo thing. It has as much fat as regular mayo, but zero trans fat. It's also non-GMO
Plain brown wrapper. Gluten free, soy free, Kosher. Not sure what the point is.

2
2

There are no eggs in it.


Because it's called Not Quite Mayo so I'm assuming it's a fake mayo kind of thing.

standard 30 oz. jar of mayo substitute. recycled-looking paper bag label.


logo is confusing. there are no eggs in the product.
GMO free, kosher, and other specifics for people with dietary restrictions. 90
calories. contains oil, vinegar, lemon juice, but not much else.

it contains ingredients that have little to do with real mayo. it actually says "not quite evaluating a mayo substitute product. why make this? the market is saturated, there are
mayo".
plenty of similar products in the grocery.

13

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4568692

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13739638
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149352998
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10626865
4692947
14381072

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5098974

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Vegan mayo/dressing.

1
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2

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Q5_1
it is not made from egg whites, mayo is made from whipped egg whites

10306270

1
1

2
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Q4
2

plant based mayonnaise, dairy free, gmo free, gluten free


Just Mayo
This is a mayonnaise product that is gluten-free, cholesterol-free and egg-free. It could be used by almost anyone on any type of diet.
It also contains only a small amount of sodium and saturated fat. It is also soy,
dairy and lactose-free.
Just Mayo Dressing by Hampton Creek...Non GMO, lactose free, kosher, soy For more info, go to hamptoncreekfoods.com, or
free, dairy free, egg free, gluten free, cholesterol free, and 90 calories. You facebook.com/hamptoncreekfoods, or on twitter @hcfoods.
will have joy on your sandwich!
Mayonnaise which is made from canola oil and spices. It is dairy free and
no
gluten free. Not sure what Non-GMO means.
It seems to be a very organic product with none of the bad things that are
Not sure how they make mayonnaise without eggs.
normally in a product like this (GMO, etc.)
It's mayo with 90 calories in a tablespoon and has no cholesterol and no carbs. It is also Non-GMO, gluten and egg free.

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Q2_1
Q3_1
a jar of mayo that I have never seen before, made from canola oil which I think it is very generc or organic looking in its presentation and color choices
is a healthy oil
mayo b hampton creek.....gluten free....cholesterol free....made with soy
no
high fat calories, no dairy, gluten free
no
Non-GMO mayo made with canola oil, no eggs, no soy, kosher
no

2
3

Dubious. I'd be extremely surprised if it tasted like anything even approximating


mayonnaise.
It would seem to be quite healthy

and this is definitely not for me. nothing better than Best Foods, even their reduced calorie
version.
Fake mayo. ;-)

No eggs. You've gotta' have eggs to make mayo.

This mayonnaise-like spread contains only 90 calories per tablespoonful,


Gluten-free, non-GMO, egg-free, soy-free, dairy-free, and Kosher. Contains
zero carbs, 1 g of saturated fat and is called "Not Quite MAYO".
It looks like a product that would taste quite a bit like mayo even though it's not Not that I can think of.
considered quite the same thing.
The name was a turnoff but the nutrition label seemed to be fairly healthy. The The product had a non GMO product tag.
contents seemed like natural foods except for the preservative.
generic
no
a product similar to mayo
n/a
I would describe this product as boring health food. While the label makes it N/A
look like this would be a really healthy alternative to mayo, it looks dull and
boring. It definitely would not catch my attention in the grocery store.

Well, for one thing it is 'egg-free' and the name itself is "Not Quite MAYO", so that
speaks for itself.

Because of the name "Not Quite Mayo".

2
2
2

A product called "Not Quite Mayo" in which we looked at the product and gave our thoughts
on it.
The name of the product. I also thought that mayo contained eggs. Not Quite Mayo I would guest someone is trying to fin out what people look for on a label. I think that the term
seems to say it all.
non GMO might be a key point.
the package said not mayo
mayonese
it was called "not quite mayo"
a mayo-like spread
It looks like a healthy alternative to mayo.
Evaluating Not Quite Mayo

an alternative mayo
This product is a substitute for Mayo, contains no dairy or eggs, gluten free,
soy free, non GMO, Kosher, no cholesterol. It sounds healthy, but I am not
sure about taste.
Non GMO, no dairy, no eggs mayo.
Mayo with nothing in it that is not green

non everything fadfood


no

2
2

it says so on the label


because it is called "Not Quite Mayo"

mayonaise substitute
This survey is about a new product called "Not Quite Mayo".

Kosher and vegan


Mayo for people who are afraid of mayo.

2
2

Not Quite Mayo, alternative mayo


Asking about a substitute mayo.

It's "Not Quire Mayo" and it's a non-GMO product. It's good for you.
natural not modified
it is a healthy mayo
I like all the 0% but taste is 90 %
A mayo type spread that is non-gmo, dairy free, egg free, gluten free,
cholesterol free. Has the same calories as regular mayo.
Low in fat, sugar and can be eaten by many because it is soy free, dairy free,
lactose free.
a mayonnaise-like product, all calories from fat, has no egg and is non gmo

It's Joy on a sandwich.


no
it had 90 calories per servings
The label needs help
no nutritional value. all calories are from fat.

2
2
2
2
2

Even the name says it's not quite Mayo


It looks like and probably tastes something like mayo for people who are super
health conscious.
Because it says "Not Quite Mayo"
no eggs
it has no dairy in it
no dairy
It does not have any egg

Sounds like a good product

The name says Not Quite Mayo and the ingredients are dairy free.

The Not Quite Mayo product

dairy free, soy free, lactose free

doesn't have egg and is 100 percent fat

mayonaise

not quit mayo that is dairy free, soy free, and gluten free
It's basically an imitation mayonnaise for very health conscious eaters. No
eggs. No cholesterol. Still has a high fat content due to the oil in it.

90 calories per serving


It's basically free of:

2
2

label said not quit mayo


The label basically says it's almost like mayo. So you know it's imitation mayo.
Then, the ingredients support this since it's egg-free.

mayoinise
It's about examining the label of an imitation mayonnaise product and answering questions
based on what I read and perceived.

The packaging looks very eco/green.


The proof is in the pudding. Does it taste like mayonnaise? I wouldn't pay an arm 2
and a leg for something I wouldn't know I would like or not.

Everything they say it lacks points toward mayonnaise. If it isn't, than it would
certainly surprise me.

It's a product about a non mayonnaise mayonnaise. What goes into it and what is taken out.
A much healthier alternative than the original product.

The ingredients, the name, and the appearance of the jar.


looked pure, nothing extra added

2
2

the label says Not Real Mayo


Because of the name "not quite mayo"

no
I can't think of anything.

2
2

description
The product states that it's not quite mayo.

mayo jar and it's ingredients and label.


A new "not quite mayo" Product that is gmo, glutten, egg free. It's organic and healthier for
you.
imitation mayo
It's about a product that is not mayonnaise but is ve3ry similar.

healthier
no
I liked the paper bag like wrapper. And the description seemed like a healthier
choice
mayo replacement
no
no
Nothing comes to mind.

2
2
2

Almost
label
It said a different kind of mayo on the label.

Mayo type product


mayo subsitute
Seeing 3D images, and talking about a new kind of mayo, or spread.

2
2
2
2

because it's not mayo


the label "dairy free lactose free etc."
cause that is what i read it to be
Because it has no eggs

review a non gmo sandwich spread


mayo substitue
its about a salad dressing call Joy that is a substitute for mayo
About mayonnaise that contains no GMO ingredients and expeller pressed canola oil.

It looks like it is supposed to be healthier, but is not


90 calories per serving, no soy, wheat or gmo
nothing
no
This product does not contain gluten, preservatives, or wheat.

2
2
2
2
2

Real mayo contains egg, this is a mayo substitute


title was not quite mayo
Different ingredients than real mayonaise
The name, "Not quite Mayo"!
The label says that it's not real mayo.

Product labels
evaluate product labels and/or products
Mayonaise
Mayo
Food label information.

no

the name is not mayo and it is made without eggs a key ingredent in mayonaise

a introduction of a new product that is a healthier replacement for mayonaise

fake mayo
less fat
A Mayo substitute that is egg free
no
It is made by Hampton creek,not quite mayo,and it's kosher ,and soy-free,and it's for someone like me.
cholesterol-free,lactose-free,dairy-free,non-gmo,and gluten-free,and egg-free,
and it's 30 fl oz
much-needed, healthier
We so need this in my house!
mayonase
that has a good info a bout mayonnaise
Mayo-like sandwich spread, no soy, made of canola oil
No
Some mayonnaise ripoff. Prodict claims to be eggs free and you can't have
It says non-gmo and there is nothing wrong with genetically modified foods.
mayo without eggs, so it is more like Miracle Whip.
The healthiest mayo I have ever seen. I would actually start using mayo again. Just looks very healthy compared to other brands on the market.

2
2
2

no eggs
it lacks eggs
It says not quite mayo

fake mayo
a mayo substitute
mayo

2
2
2
2

non-egg product, alternative, healthier ingredients


i like this product a lot
Because that's what it is
It is egg free and without eggs it is not real mayo.

non-mayo (like) product


this was for mayonnaise
Mayo substitute label decipering
Not Quite Mayo product review.

Because it doesn't contain ingredients in other "Mayo" brands.

Mayonnaise (actually, almost mayonnaise.)

Free of everything. Gluten, eggs, fat, cholesterol. It has 0% value (ie:


Soy free, as well.
vitamins, etc). 90 calories per serving, 90 fat calories per serving. It's on
Facebook. It's approved for Jewish folks. The packaging looked as bland as
the product did. With all the egg-free, gluten-free, fat-free, cholesterol-free,
and the bland packaging, it might have also been taste free. I think it was
Hancock Farm (or something like that).
alot of fat and alot of calories
imatation mayo
It is marketed to be very natural and "free" of many things that people don't
No.
want in their mayo. It is mostly made of canola oil. It's gluten free, egg free,
cholestrol free, dairy free, soy free, and doesn't have gmos. It has 90 calories,
10 grams of fat, and not much else. It uses sugar and vinegar to make the
expeller pressed canola oil taste like mayo.
This is a new mayo type substitute which would be great for people who
This could be a nice comfort food to spread on a sandwich or add to a salad,
needed to avoid dairy. It is also soy free. Low in sodium and no colosterol it is green or tuna. It would give people with allergies to the ingredients in a "real"
also free of GMSO's. It does not contain eggs so for people with different
mayonaise a chance to enjoy a "Not quite Mayo" experience.
allergies this could be a very helpful product to have on hand. It does need to
be refrigerated after opening. Great idea!
healthier version of egg free mayo
more natural
For those with gluten problems or who worry about all the extra things in the I would definitely try it to see if the flavore worked for me and if it did I would use it
eggs and dairy these days, this appears to be an interesting alternative. It
because I have a cholesterol problem
offers the almost Mayo product without any of the things that make mayo taste
good.
it was a non gmo organic mayonaise.
it was generic
Cholesterol, gluten free
60 calories a seving
imitation mayo, lower calories
high fat
Unnatural, but appears to be palatable for a variety of different individuals who Looks worthy of a taste.
may have food allergies.
An all natural, more healthy version of mayo. It is glutten free, cholesterol free, No.
soy free, dairy free, lactose free and kosher.
It's a non dairy mayonaise substitute
It's GMO free, contains no eggs, but it still has a lot of fat calories

It was in the wording, "it's almost mayonnaise"

Hancock Farm mayo

2
2

it says not quite mayo


It isn't actually mayo as it doesn't contain eggs. And the name even says it's not
quite mayo.

not quite mayo


This was about a product that imitates mayo.

Because without eggs, dairy or soy you can't lable a product mayonaise. This
product is "Not quite Mayo" .

This survey was about a new preoduct called "Not Quite Mayo" made by a company called
Hampton Creek. It used 3D technology in testing my abolity to load an adorable teddy bear
(hello!) and then the product label. The product would be perfect for so many people who
need to avoid dairy, eggs and soy and who do not want GMI in their food.

2
2

the name not quite mayo


It appears to be replacing mayo by the marketing and name, but all of the active
ingredients of Mayo have been removed.

not quite mayo, mayo substitute


A new product that is not mayo but a mayo replacement that will be much healthier

2
2
2
2

the name says that.


Because that's what the product is called & what the label says
it's name is not quite mayo
The label name of "not quite mayo".

not so mayonaise.
Mayonnaise that is not mayonaise
not quite mayo
It's about a sandwich spread, or an ingredient in a salad.

mayo with a white jar


fake mayo
Like mayonnaise but not. It has no egg or dairy. Gluten free. I guess it would
be o-k for some. I'd rather keep my mayo with olive oil
mayonnaise substitute, gluten free gmo free
Not quite mayo is a plastic jar with a brown label. Non GMO, gluten free,
lactose free. Healthy alternative to real mayo.
A new product made from non-gma canola oil. No milk or eggs used to make
this spread for a sandwich similar to traditional mayo. Product is also kosher

no
no
Just not sure how it would taste. But it has a lot more fat than what I use now so I
wouldn't buy it anyway
label trying to look natural but I'm not sure it is
no

2
2
2

Well, since it lacks most of the important ingredients in REAL mayo, I don't think is Not Quiet Mayo product.
should be called mayo.
Mayonaise contains eggs, and this product has none. Also, the name of the product to tell me about an imitation mayonnaise spread
is not quite mayo
based on the package
something similar to mayonnaise
because that's what it is
Some kind of fake mayonnaise
It says on the label. Not quite mayo.
sandwich spreads. Mayonaise

No nutritional value . 90 calories to a tablespoon

A new product "Not Quite MAYO" is being introduced which appears to be quite healthy.

Mayo
mayonaise spread
it is a survery regarding a mayo substitute
not real mayo
Examining a jar of "almost mayo"

- eggs
- lactose
- GMOs
- cholesterol
- soy
- dairy

4066075

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1287246
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11552166
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1962
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5713520
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55
31
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17

08
02
07
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30
16
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1972
1961
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1964
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2
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47

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1941 2
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2270210
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11253284
15208369

2
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2

13
06
33
48

02
04
01
12

15
08
22
21

1969
1964
1940
1982

2
2
2
2

2
2
2
2

2
2
2
2

2
2
2
2

2
2
2
2

2
2
2
2

1
1

1
1
1
1

2
2
2
2

1
1
1
1

2
2

1
1
1
1

2
2

2
2
2
2

149532320

17

06

28

1955 2

149787351

34

10

23

1948 2

10495146
148812953

1
2

06
27

05
12

23
15

1981 2
1987 2

2
2

2
2

2
2

2
2

2
2

1
1

2
2

1
1

2
2

1
1

2
2

192968

25

01

19

1948 2

1710548
149684419

2
1

36
12

08
01

17
09

1973 2
1953 2

2
2

2
2

2
1

2
2

2
2

1
1

2
2

1
1

2
2

1
1

2
2

1
1

2
2

149213672
149556248
1927322
3863398

1
2
2
2

11
29
35
08

03
12
12
11

27
22
20
20

1964
1963
1975
1948

2
2
2
2

2
2
2
2

2
2
2
2

2
2
2
2

1
2
1
2

2
2
1
2

1
1
1
1

2
2
2

1
1
1
1

2
2
2
2

1
1
1
1

2
2
2
2

1
1
1
1

2
2
2
2

1
1

14790650

47

03

31

1966 2

14345710

36

08

31

1948 2

149134205
14778322
1894684

2
1
2

44
06
17

01
06
02

27
12
01

1990 2
1983 2
1963 2

2
2
2

2
2
2

2
2
2

2
2
2

2
2
2

1
1
1

2
2

1
1
1

2
2
2

1
1

1
1
1

2
2
2

14754682
14761657

2
2

36
55

01
06

30
27

1964 2
1967 2

2
2

2
2

2
2

2
2

1
2

1
1

2
2

1
1

2
2

2
2

1
1

2
2

149772476

53

10

09

1957 2

1881354

55

07

07

1963 2

15124444
149596998
14789562

2
2
2

37
49
42

10
04
12

27
30
20

1973 2
1995 2
1978 2

2
2
2

2
2
2

2
2
2

2
2
2

2
1
2

1
1
1

2
2
2

1
1
1

2
2
2

1
1
1

768989
14514294

2
2

42
45

10
05

01
22

1977 2
1977 2

2
2

2
2

2
2

2
2

2
2

1
1

2
2

1
1

2
2

1
1

2
1

2
1

2
4
3

3
1

2
2
4

1
1

2
2
2

3
1
1

3
2
2

3
3

3
1

2
3

2
3

3
2
2

3
3

3
3

1
1

4
4

3
3

3
3

1
1

4
4

1
2
1

3
3
3

3
3
3

1
1
1

4
4
4

1
2
1
2

3
3
3
3

3
3
3
3

1
1
1
1

4
4
4
4

1
1
2
1
2

1
1

1
1

3
3
3
3
3

3
3
3
3
3

1
1
1
1
1

4
4
4
4
4

1
2
1

3
3
3

3
3
3

1
1
1

4
4
4

1
2
2
1

3
3
3
3

3
3
3
3

1
1
1
1

4
4
4
4

2
1

3
3

3
3

1
1

4
4

2
1

3
3

3
3

1
1

4
4

2
1
1
1

1
1
1

1
1
1

3
3
3
3

3
3
3
3

1
1
1
1

4
4
4
4

2
1

3
3
3

1
2
2

3
3
3

3
3
3

1
1
1

4
4
4

1
1

1
1

1
1

3
3

3
3

1
1

4
4

2
2
2

3
3

1
1
1

2
2
1

3
3
3

3
3
3

1
1
1

4
4
4

2
2

1
1

2
2

3
3

3
3

1
1

4
4

4
1

2
2

2
2

It's a non mayonnaise mayonnaise. It isn't made the traditional way


mayonnaise is usually made. I'd say it is probably healthier than the original
stuff. No eggs or all the other stuff it is usually made of.
I saw a mayo jar and the description of the label with all the specs on it.
Organic, Gmo Free, Reduced fat, No chlorestral, Made with all natural
products, Egg free
fake
This is a mayonnaise type product which is free of many of the things
mayonnaise has, such as cholesterol, carbs, sugar and eggs. It has only 90
calories a serving.
a mayo substitute
mayo substitute
I would try it, I'm always looking for a healthier mayo. The label looked organic
like.
Non gmo sandwich spread
a mayo substitute
it was called Joy,,,, its a not quite mayo,,, made with canola oil
I think it's a great product!!! I love that it doesn't contain GMO ingredients, but
I question why it is just DISTRIBUTED by the company?? It isn't MADE by
them???
A GMO free mayo no egg/soy
mayo substitute for those with food alergies
Seems like a healthy product being cholesterol free and gluten free.
Not quite mayo...it's mayo without the other fillers
A product that is similar to mayonnaise but without all of the known allergens
contained in traditional mayonnaise.
Mayo made without eggs free of most of the food concerns common today
such as lactose, gulcose, sugar. Only 90 calories per serving all from fat.

I would describe this as a non-egg based mayo - or rather salad dressing. I


It's also gluten free and appears to be a healthier alterntive to mayo
would assume it is more like a Miracle Whip than Mayo. It appears to meet alot
of special dietary needs for people - no lactose, no egg, Kosher. It is basically
canola oil with a few flavorings.
Mayo without the side effects.
healthy mayo
Mayo with a lot of calories
It appeared to have nice, natural ingredients
It seems to be a mayo substitute with many less calories and far than normal It is a healthy alternative to mayo.
mayo.
interesting, not sure how to describe it
not sure if its healthier option
New and interesting. It excludes a lot of things most people would consider
90 calories per tablespoon
bad for you. It excludes almost everything you would typically find in mayo
Not quite mayo, so what is it???

2
2

mayonnaise
Viewing and describing a label from a bottle of Not Quite Mayo

it says not quite mayo or something close to that


Because it's called not quite Mayo but is labelled with attributes that many healthy
eaters are looking for such as non GMO, gluten free, lactose free, etc.
From the title and subsequent wording all stating its like mayo but different

I beieve mayo needs egg and oil

I am reviewing a product that is not quite mayo

2
2
2

It is made to look like mayo, but not have the same ingredients.
The brand name
Because of the name of the product

Mayonnaise alternative
Mayo label
Evaluating a new product with the name of Not Quite Mayo.

2
2

it resembles the appearance and taste of manaise


The title says not quite mayo, but it seems to resemble mayo

manaise
My impression of a product labeled "Not Quite Mayo"

A new product

Case 2:14-cv-06856-WHW-CLW Document 10-6 Filed 11/07/14 Page 8 of 8 PageID: 123

PanelID
148997666

S1 S2_1 S3_1 S3_2 S3_3 S4_1 S4_2 S4_3 S4_4 S4_5 S4_6 S5_1_1 S5_1_2 S5_1_3 S5_1_4 S5_2_1 S5_2_2 S5_2_3 S5_2_4 S5_3_1 S5_3_2 S5_3_3 S5_3_4 S5_4_1 S5_4_2 S5_4_3 S5_4_4 S5_5_1 S5_5_2 S5_5_3 S5_5_4 S6 S7 S8 S9 S10 Q1 JUST MAYO (ACTUAL) JUST DELICIOUS DRESSING JUST MAYO DRESSING NOT QUITE MAYO
2 49
06
24
1977 2
2
2
2
2
2
1
2
1
2
1
2
1
2
3
1 1 1 3 3
1
4

Q2_1
Q3_1
Q4
Not quite mayo is soy and diary free. It has 90 calories, all 90 coming from fat. It is also gluten free and cholesterol free. It requires refrigeration after opening. It 2
It is being advertised to promote happiness as it claims it gives "joy on your
is a sandwich spread.
sandwich". The labeling is given the appearance of being recycled, which was
probably done to be appealing to the "green" community.

Q5_1
Q6_1
The name is "not quite mayo" which spells out that it is supposed to resemble mayo Observation of a sandwich spread label. Not quite mayo.
while not actually being true mayonnaise.

14406709

48

08

26

1964 2

The label says it is 'not quite mayo'.

Evaluate a mayo substitute product.

14764967

06

06

13

1987 2

The mayo substitute appears to contains none of the ingredients of the regular The ingredients seem to be natural and non-chemical; however, it does not
product, such as egg, dairy and soy. In addition, it is non-GMO as well
contain any vitamins.
cholesterol and gluten free. However, it is calorie laden, all of which are fat
calories.
That its a healthier mayo, gluten and egg free. Good for people with allergies. no

the name of the product is " not quite mayo".

Its about a spread that can replace mayo.

149681402
13047195
3220621
149195772

2
2
2
2

48
48
29
47

08
06
07
04

31
15
03
03

1983
1945
1969
1938

2
2
2
2

2
2
2
2

2
2
2
2

2
2
2
2

2
2
2
2

2
2
2
2

1
1
1
1

2
2
2
2

1
1
1
1

2
2
2
2

2
2

1
1

a healthy or different alternative to mayo


is kosher, gluten free
all natural
No.

2
2
2
2

it doesn't have eggs or milk product it has alternatives instead


some of the ingredients and the fact that they say it's not quite mayo
that's what the label said
The name of it.

alternative to mayo
evaluating a jar of not quite mayo
mayonnaise
A substitute for mayo.

14096474

26

06

13

1945 2

Charitable giving apps.

42

12

15

1990 2

It is also non GMO, lactose, gluten, egg and soy free. Has 90 calories, and 90 fat 2
calories.
It was called Not Quite Mayo and it looks like organic mayonnaise
2

Because it calls itself Not Quite Mayo and real mayo contains eggs.

148965479

To describe the picture I just saw

495981
10574667

2
2

31
06

02
10

21
03

1974 2
1967 2

2
2

2
2

2
2

2
2

2
2

1
1

2
2

1
1

2
2

1
1

2
2

12971649

41

03

27

1943 2

it sounds healthy, different, and tasty. it sounds enviromental


sort of an imitation mayo that is dairy and soy free
mayo that's made from healthy ingredients
A substitute for mayo which doesn't contain dairy products or GMO. So it is
lactose free.
It was Not Quite Mayo. A mayo type made without eggs. For people who
cannot eat eggs, lactose intolerant, gluten intolerant. No carbohydrates.
That it was gluten-free, egg free, kosher, dairy free, soy free, cholesterol free.
Ingredient has apple cider vinegar, white vinegar, canola oil.
It is low in calories. Dairy free, soy free
There is a new kind of mayo. I wonder if it would taste like mayo or miracle
whip. It looks like it has a lot of sugar though
I would tell my friend that this is the most healthy Mayo I had ever seen. I
would describe all the factors such as Non Gmo project that has been
veritified. There is no protein, sugar and chlosterol in this Mayo. It is the most
healthy brand that I have ever seen. It has no diary, lactose, or soy either.

14767573

49

11

30

1954 2

10207768
148847743

2
1

12
06

12
04

14
29

1935 2
1957 2

2
2

2
2

2
2

2
2

2
2

1
1

2
2

1
1

2
2

1
1

2
2

5688473
13537575
14537096
15255017

1
2
2
1

55
27
06
42

08
03
06
01

16
07
18
15

1963
1950
1991
1968

2
2
2
2

2
2
2
2

2
2
2
2

2
2
2
2

2
2
2
2

2
2
2
2

1
1
1
1

2
2
2
2

1
1
1
1

2
2
2
2

1
1
1
1

2
2
2

1
1

2
2

Mayonaise substitute.OK for someone trying to avoid certain things such as


eggs,GMO,cholesterol,and glutens.
imitation mayo
a more-healthy version of mayo, that has natural ingredients and no additives,
most importantly no added sugar
A substitute for mayo which is egg-free and cholesterol free.
healthy version that tastes like mayonnaise
its very healthy but its not quite mayo
Not Quit Mayo.

15457817
15251847
5429752

2
2
1

42
36
45

12
03
12

09
21
15

1958 2
1988 2
1946 2

2
2
2

2
2
2

2
2
2

2
2
2

2
2
2

1
1
1

2
2
2

1
1
1

2
2
2

1
1
1

2
2
2

1
1
1

2
2
2

13469809

37

01

20

1956 2

3046865
10165493

2
2

12
12

02
03

18
26

1978 2
1956 2

2
2

2
2

2
2

2
2

2
2

1
1

2
2

1
1

2
2

1
1

3666703

06

04

02

1944 2

149080571
149275568
1621394
10536426

2
2
2
2

29
55
17
06

10
09
07
09

24
30
15
30

1978
1964
1966
1980

2
2
2
2

2
2
2
2

2
2
2
2

2
2
2
2

2
2
2
2

2
2
2
2

1
1
1
1

2
2
2

1
1
1
1

2
2
2
2

15201602

42

06

22

1974 2

148936893

53

10

24

1987 2

13970459
14970107
5055681

2
2
2

51
39
54

03
10
02

14
03
28

1960 2
1963 2
1965 2

2
2
2

2
2
2

2
2
2

2
2
2

2
2
2

1
1

14272762

55

04

18

1949 2

758627
2676630

2
2

06
23

03
01

09
04

1974 2
1955 2

2
2

2
2

2
2

1
2

14954837

08

07

15

1971 2

14343390
149550745

2
2

42
34

03
08

02
01

1961 2
1958 2

2
2

2
2

590679

48

07

11

1944 2

2836302

42

12

19

1957 2

10966047

47

09

28

14915604

39

06

15179853

18

175411

4043575

3
1
1

3
2

2
1
4

1
1

2
2

1
1
1
1

1
1
1
1

1
1
1
1

3
3
3
3

3
3
3
3

1
1
1
1

4
4
4
4

1
1

1
1

1
1

3
3

3
3

1
1

4
4

1
1

1
1

1
1

3
3

3
3

1
1

4
4

1
1

1
1
2
1

1
1

1
1

3
3
3
3

3
3
3
3

1
1
1
1

4
4
4
4

3
3
3

1
1
1

4
4
4

Gluten free, egg free, 10Grams of fat per serving. Made by Hampton
Tasty, gluten free. No cholesterol. 90 calories no protein or sugar
It looks natural, the label is kind of boring looking.
Looks like a natural product. Fat content about the same as the product we
use. Has no cholesterol. Less saturated fat than the mayonnaise we use.

3
3
3
3

3
3

2
1
1

1
1

1
1

3
3
3

a healthy version of mayo

1
1

2
2

3
3

2
1

3
3

3
3

1
1

4
4

1
1
1
1

2
2
2
2

1
1
1
1

2
2
2
2

1
1

2
2

2
1
2
1

3
3
3
3

3
3
3
3

1
1
1
1

4
4
4
4

Is like a very healthy product . No soy, no msg n


An oil based mayo
theoretically healthier
not quite mayo? Joy on your sandwich? I just noticed that each serving
contains 90 calories, and all of those calories are from fat.
Organic Mayo
looks like a form of mayo
an imitation mayo.
Healthy mayo like substitute with all natural ingredients.

2
2

1
1
1

2
2
2

1
1
1

2
2
2

1
1
1

2
2
2

1
1

2
3

2
1
1

1
1

1
1

3
3
3

3
3
3

1
1
1

4
4
4

I guess I would describe it as some sort of mayonnaise substitute, that claims


to be a little healthier than regular mayonnaise. So I guess its a "mayonnaisetype" spread to use in place of mayonnaise.
Plain, fresh, organic, made in the USA, Low calorie, 30 oz size, No GMO's,
healthy.
Totally fake spread-like goop
Sounds healthful but wish it it had less fat.
not quite mayo looks like a diet mayo or for someone with food problems

too good to be true

2
2

2
2

1
1

2
2

1
1

2
2

3
3

1
2

2
2

3
3

3
3

1
1

4
4

An eggless, vegan alternative to mayonnaise.


A jar of a mayo-like condiment. All fat, but no egg, no dairy.

Not quite mayo Brown label and the ingredients included Apple cider vinegar

2
2

2
2

2
2

1
1

2
2

1
1

2
2

1
1

1
1

2
2

2
1

3
3

3
3

1
1

4
4

1970 2

21

1982 2

07

23

1986 2

12

02

13

1954 2

36

09

04

1985 2

13404818
15383831

2
1

48
36

08
04

29
14

1985 2
1983 2

2
2

2
2

2
2

2
2

2
2

14091004

18

11

06

1986 2

14294775
14449982
149532784

2
2
2

36
06
53

12
02
05

04
03
28

1982 2
1952 2
1962 2

2
2
2

2
2
2

2
2
2

149540093
2917367
14612767

1
2
2

36
41
47

08
01
07

31
06
20

1956 2
1950 2
1973 2

2
2
2

2
2
2

3067013

26

12

06

1941 2

14949976
15008820
1318679

1
2
2

06
17
41

09
08
08

14
16
11

1965 2
1992 2
1939 2

4816171
5687093
14566339

1
2
2

19
20
36

03
04
09

26
21
14

15603664

06

05

3850309

26

15614038

2360549

1
1

2
2

3
1

3
3

1
1

2
2

1
1

2
2

1
1

2
2

1
1

2
2

3
3

3
3

1
1

4
4

2
2
2

2
2
2

1
1
1

2
2
2

1
1

3
3

1
1
1

1
1
1

1
1
1

1
1
1

1
1
1

3
3
3

3
3
3

1
1
1

2
2
2

2
2
2

2
2
2

1
1
1

2
2
2

1
1
1

2
2
2

1
1
1

2
2
2

1
1
1

2
1
2

3
3
3

3
3
3

2
2
2

2
2
2

2
2
2

2
2
2

2
2
2

1
1

2
2

1
1
1

2
2
2

1
1
1

2
2

1
1

2
2

1944 2
1964 2
1949 2

2
2
2

2
2
2

2
2
2

2
2
2

2
2
2

1
1
1

2
2
2

1
1
1

2
2
2

1
1
1

2
2
2

12

1974 2

12

23

1956 2

27

08

28

1985 2

36

04

12

1971 2

13552649
4675877
15069863

2
2
1

18
36
44

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01
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23
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1948 2
1988 2

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149229420

48

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1968 2

15064008

18

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1981 2

10241763

25

05

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1953 2

149618780

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1988 2

14277620
149669775

1
2

49
13

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1953 2
1952 2

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1

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13503344
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3378213
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18
47
18
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10

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1951
1963
1951
1955

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1496543
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1966 2
1951 2

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1984 2

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1972 2

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09

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1923 2

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1957 2

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1984 2

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1971 2

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1

because of the name not quite mayonaise.

not quite mayonnaise.

no
looks like something I would like to try
not really sure what expeller pressed oil is
no.

2
2
2
2

the phrase 'Not quite'


Condiments
its title is not quite mayo
a type of mayo spread
it doesn't have the ingredient of real mayo
reviewing a product called not quite mayo
Its title is "not quite mayo" and the ingredients are some what similar to actual mayo. Not quite mayo.

n/a

for one, its called "not quite mayo", and secondly...its' nutritional value is different
than "regular" mayo.

looking at a " not quite mayo" product.

California based, simple ingredients, easy to read label.

Right in the name "not quite mayo". Wouldn't make sense to call it that otherwise.

Examining a substitute mayonnaise product and how I would describe it.

fake. fake. fake.


Mayo replacement.
no

2
2
2

fake mayonaise
Mayo
a not quite mayo substitute

would be nice if something like this was made but then I don't really believe
everything that is printed on a label for a product
Healthier than regular mayonnaise.
Brown label, lactose free, no trans fats. Made with canola oil

because it is
The label
egg free
gluten free
dairy free
cause that is what the label said on the jar

2
2

Real mayonnaise includes eggs.


It says it is not mayo, so I assumed it was a mayo substitute. That was a mistake.
without seeing it and tasting it, I don't know if it is similar to mayo or not. My error.

a product like mayonaise but without gmo, soy and all that other artifical crap that is in other
mayo's
Opinions on Just Mayo product by Hampton Foods.
Is there one? Using the computer to see all sides of a pictured product, such as a jar of
condiment.

The label says it's not quite mayo but it was white in color.

Not quite mayo product

lactose free, non gmo, egg free all natural mayonnaise substitue
soy free
IT'S NOT QUITE MAYO SEEMS TO BE A HEALTHIER VERSION OF
NOTHING POPS IN MY MIND.
REGULAR MAYO. IT HAS LESS FAT. IT'S GLUTEN FREE. NO GMO. IT'S
LACTOSE FREE. IT'S KOSHER.
mayonnaise without eggs
kosher, organic, gluten free

2
2

because real mayo has eggs in it


BASICALLY FROM THE NAME: NOT QUITE MAYO.

mayonnaise substitute
TO REVIEW & ANSWER SOME QUESTIONS REGARDING THE LABEL ON IT'S "NOT
QUITE MAYO."

not quite mayo

not quite sure what it is since its not quite mayo. the ingredients seemed ok but no, not really
sure doesn't seem like it would be a mayo substitute
A healthy alternative to mayo with all natural ingredients and lower calories.
No eggs, no carbohydrates.

the label says its not quite mayo so the opposite of that is that its almost mayo but
not really
looks like mayo in the jar but no eggs

The label reads not quite mayo.

An alternative to mayo.

Everything free mayo, even egg free. But 10 grams of fat per tablespoon,
crazy!
Healthy Mayo that is soy, dairy, and probably taste free.

No

Not quite mayo

Not quite mayo spread that is egg free, gluten free, and a lot of other things free.

It's not something I would want to try and the brown label is off putting.

The name of of it is Not Real Mayo. It also doesn't contain anything normal Mayo
does and appears to be less calories.
if the jar was clear it looked like mayo. it said the word mayo on the lable but with
further reading i saw that it was fake. looked like it by color but that is about it.

Mayonaisse

Real mayonnaise is made with eggs, this is not. It's a mayo SUBSTITUTE.

To look at and critique a jar of a mayo-like product.

Not very appealing label

a substitute for the real thing. just another spread to make the sandwich wet only 30 oz jar. it must be used one teaspoon at a time to get any benifit from all of 2
enough to eat without a drink. looks too healthy for you till you see that all of the healthy claims
the calories are from the oil or fat.
Intriguing, I'd wonder if this actually tasted good considering it's mayo without Nope.
2
egg. I'd be afraid of it tasting very oily because that was the first ingredient. It
sounds like a great product for people with a lot of dietary restrictions or to use
to make food for a group with varied dietary restrictions. I found the label off
putting, however - simplicity is good because this seems like a relatively simple
product, but the color was hideous and wasn't a color that made me think of
mayo and overall it was very depressing to look at.

not quite mayo product

developement of a different product that could be used as a substitute for your regular
sandwich spread.

the label
Not Quite Mayonnaise, as in not really mayonnaise
After reading the label, that's what I determined it to be like.

not quite mayo


The packaging of a product called Not Quite Mayonnaise
Wanted my Opinion on this particular product.

Substitute for Mayonnaise with less fat and calories.


Reduced sodium, I think.
Healthier mayonaise or Organic
No GMO's
I saw a product that's like mayonnaise but is egg, soy, dairy, cholesterol,
No, I think I covered it all.
gluten, lactose free. It's made without GMOs and is kosher, too. I'd expect it to
taste like mayonnaise but healthier and good for anyone avoiding the previous
named food items for whatever reasons.
I can use this product instead of mayo. I like the healthy ingredients in this
This product has no GMO and no soy.
product.
it is made by hamilton creek. It is a non Gmo product. It will be a joy ton your It has a facebook url.
sandwich.
mayo that's not made with eggs. it basically all oil and a few other ingredients. nope
its all natural and maybe organic

2
2
2

It says "Almost Mayo", so I say it is a substitute.


Because real mayonnaise contains egg
Real mayonnaise has eggs...this product doesn't.

Mayonnaise substitute that is healthier.


Healthy Mayonnaise
A spread that like mayonnaise but isn't.

I think that this product is healthy mayo.

That survey is about product that is like mayo.

it say so on the package label not quite mayo

not so much mayo

its not real "mayo" since it doesnt contain eggs. if i were to actually taste it and it
tasted like "real" mayo, then i would be more inclined to call it real mayo.

gave my opinion about a new type of mayo. it is made with no eggs. i was able to look at the
jar, zoom in and rotate the image.

Some sort of imitation mayonnaise that has not nutritional value and is entirely No.
fat.
It is a mayo substitute, using only non-gmo and organic products.
it has no high fructose corn syrup
A mayo-type product with no cholesterol and 90 calories per tablespoon
no
Organic, non-GMO, healthier option than regular mayo. Basic ingredients, few no
chemicals.
by Hampton Creek
brown label
Nothing artificial
mayo alternative
A substitute for mayo that stresses that it does not include any GMOs, at least It's for sandwiches; doesn't seem to have a lot of nutritional value (no calcium, no
GMOs from a lab.
protein, no carbs).
A product that resembles mayo but it is gluten free, and its lactose free. Its
cholestrol free,
seems to have alot of natural ingredients such as pas, soices, vinegar and
there is nothing that makes me not want to try it
A mayo-alternative product made with no GMOs and gluten free, egg free, etc. Nope.
Looks expensive.
A jar of Mayo. Brown lable with black lettering. Natural ingrediants.
no.
It says certified non-GMO, it has no sugar and not much sodium, 90 calories, On the side is printed "JOY on your sandwich", there is a certification from some
all fat, but only 1% saturated fat, it contains items that seem healthy, no
organization that the product is non-GMO, it has no soy, no dairy products, and
vitamins or minerals listed, the label is plain, not eye-catching, but the name is none of two other items I can't remember right now. It is mostly a non-GMO
interesting "Not Quite Mayo"
vegetable or canola oil, with a few flavoring ingredients. I didn't see any
preservatives or artificial colorings listed.
mayo made with diff. things than regular mayo
high in caloris but low in sugar
Unsure, of what it is
none at all
not quite mayo
no
Not Quite Mayo is a mayo without eggs, no cholestral, no carbs, no sugars, no non gmo
gluten. Has 90 calories from fat.
Artificial, non gmo mayo
90 calories per serving (1 tbls),kosher
Organic, with basic ingredients and no preservatives
probably expensive
Mayo
That it said not quite mayo
A canola oil based mayo that is egg free, non gmo.
gluten free, cholesterol free, Kosher.
A mayonaise-like spread which is free of gluten, dairy, lactose, etc. and low
Non-GMO
calorie.
it like mayo, but different in that it has no sugar, vitamins, mnerals etc.
can't remember
MAYO LIKE SPREAD
NA
a dressing for you sandwich that is supposed to taste like mayo. No fat
label looks like it was made from a brown paper bag
calories, carbs or sugars. Very plain label.
An alternate type of sandwich spread. Non-GMO and healthy product to be
Safe for most diets
used in the place of mayo.
Looks very healthy and 'green.' Seems to be targeted at people with food
Nope
allergies or who enjoy clean or organic-type eating. Packaging looks pleasant
and appealing.
Looks like an organic mayo product. Looked at the ingredients, I am not an
no.
expert on understanding what is healthy, but saw sugar and some other things
that made me wonder if it would actually be any more healthy than regular
mayo. I liked the overall look of the product.
Substitute for Mayo, no GMO, Gluten( which I never knew was in Mayo).
They cover all the bases for people with food problems.
Canola oil which I'm now told is unhealthy. Not something I would buy.
i assume it is a little different from regular mayo. It has no sugars.
it is still almost the same calories
a better for you mayonnaise substitue
gmo free, gluten free, dairy free, etc. would be great for people with health issues,
allergies etc.
Alternative to mayonaisse
Fake mayo

That label says that and I can read.

About a mayonnaise substitute.

2
2
2

It's very close to mayo except it doesn't contain eggs.


the label said that
The name of the product

Mayonnaise alternative product


a mayo-like spread
view a 3d product image, answer questions about it.

it is in a jar like mayo


it has some of the same ingredients

to review a product

The title - "Not quite mayo" along with the tag line of "joy on your sandwich.

Reaction to a label the proposes a substitute for mayo, that is Non-GMO.

By the label that says Not quite Mayo

A product that is suppose to be a substitute for mayonaise

It's called "Not Quite Mayo"...

Product labeling

2
2

the ingrediants.
Because of the name "Not Quite Mayonnaise" and also because I'm not sure what
the ingredients of real mayonnaise are.

A jar of mayo
A product called "Not Quite Mayonnaise"

2
2
2
2

not made with regular mayo ingertents


label
the label says it
label says not quite mayo and it is not made with eggs like regular mayo

wants to know what I think of the products


3d product of not quiet mayo
not quite mayo
Not Quite Mayo

2
2
2
2
2

Uhmmmm...It says it on the label?


Because it was called Not Quite Mayo and it had similar ingredients
It said not real mayo on it
Real mayo contains eggs.
It's called Not Quite Mayo and doesn't contain eggs.

Artificial mayo (and revolving teddy bears).


It is about a product that is similar to mayonnaise and appears to be organic
Mayo
a sandwich spread that is an alternative mayo product.
Not Quite Mayo

2
2
2

has most of real mayo, except a few less


campare a new product that is like mayo, not not quite the same.
IT SAYS SO
MAYO ALTERNATIVE
name is "not quite mayo" Seems resemble maypo but without fat, sugars and carbs jar of "Not quite mayo"

It had similar ingriedents as mayo, and it states in is not quite mayo.

To look over a new product and give my opinion about what type of product it is

It's called Not Quite Mayo and avoids all food allergins so it must not be the same
usual makeup of mayo but probably tastes similar enough to be just fine.

Describing a Mayo product.

Because it was called not quite mayo or something like that.

Feedback on a mayo-type product.

It substitutes every thing used in real Mayo.

Mayo

2
2

it is different for mayo


it looks like a mayonnaise substitute only healthier

something like mayo but different.


a spread that appears to be a mayonnaise substitiute, healthier

mayo alternative

non gmo or soy--contains too much fat and sodium


contains no eggs
refrigerate
I don't think I would but not quite mayo
kind of dull and boring. nothing that is exciting.

For some reason, the brown label makes it look more natural..but I don't really
consider it as such.

it doesn't contain anything that actually makes up mayo...which this product would
probably be healthier for you.
It containd no eggs; real mayo has eggs as far as I'm concerned.

it needs more color.

not quite mayo

2
2

its called not quite mayo.


the name
the label
It doesn't contain egg and is dairy free

It has similar ingredients as mayonnaise and it is called Not Quite Mayo.

The label for Not Quite Mayo.

I said not quite mayo and it does not contain eggs

looking at a label for not quite mayo!!

It says right on the label that it is not quite mayo

Food, sandwich spread

It contains some ingredients as mayonaise but not eggs. I assume with the name
"not quite mayo", it will likely be the same color as mayo as well.

The main topic is to assess a mayonaise substitute product.

2
6

it's mayo but less calories and non items


it doesn't not contain any of the ingredients of mayo, artificial or otherwise

mayo
not quite mayo

Fake mayo wasn't a choice.


With all the ingredients that is used to make mayo not in there. I don't know whot it
would be but it's not something I could identify with certainty

Advertising?
Not to interact with anyone in any way while taking this survey of mayonaise was shown a
3D picture of a bear and then a jar of mayo

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1975 2

17

1963 2

10

07

1980 2

42
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02

1958 2
1947 2

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42
26

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08

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23

1939 2
1962 2

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13549983

37

10

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1957 2

149278352

18

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13188462

51

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149288617

48

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149707466

55

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1990 2

NOT QUITE MAYO

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4
4

Less-than-real-mayo.
A Jar of mayo that is GMO free, egg free, soy free, gluten free, dairy free,
lactose free. It's call Not Quite Mayo. It states it's A Joy On Your Sandwich.

I don't think it would look, smell or taste like mayo, according to the ingredients

a non-mayo spread

it has no egg in it and no gmo so im just not sure what to classify it as

about a new non mayonnaise product that porbably taste like mayonnaise

it a natural mayo.

a sandwich spread made with non gmo products which is aimed at the mayo low cal, lemon juice and vinegar..
crowd who don't eat eggs
looks like a highly natural a high quality product I would try if the price wasn't no not really
too high
it is a natural mayo. doesn't have some of the stuff that other mayo has. It is a cholesterol free, gluten free, soy free,
total free mayo.
I don't find it attractive at all. The contents is lacking way to much. The label
If it's not mayo, then what is it? That's what I would be asking myself, (not
looks like something from a hospital or cafeteria. I would not buy this.
speaking for anyone else). Would imagine it would taste awful.

Just looking and reading the label.

introducing a new kind of product (Mayo) without all the unnatural ingreidians that other mayo
has. A more healthy mayo.
It's not quite Mayo

Not that different than what was already out

I'm just not sure.

The mayo sauce

gluten free.

2
2
2

To know more about a product


viewing & describing a mayo substitute

4
4
4

No real mayo or something like that on wrap


the label said almost mayo and the ingredients did not include eggs

1
1
1

2
2

3
3
3

a new type of mayo

2
2
2

because it said almost mayo

A JAR OF WHAT SEEMS TO BE A MAYO SUBSTITUTE BUT HAS THE


SAME AMOUNT OF CALORIES.
unsure
no
An alternative to actual mayonnaise using a natural looking label
The logo/product name was off center from the logo image
A product similar to mayonnaise, except is gluten free, dairy free and maybe Comes in a light brown jar.
useful for those who are alerigic to different ingredients usually used in a
sandwich spread. This product contains 90 calories per 1 tablespoon serving,.

1
1
1
1
1

3
3
3
3

gluten free
low calories
dairy free
No
boring label

2
2
2
2

A mayonnaise type spread


It was a picture of a mayo like dressing.
Main topic is about a mayonnaise type product that I have never heard of but sounds
interesting.

1
1
1
1

The label says "Not quite Mayonaisse


It said on the label "not quite mayo".
Well that is what the label indicates that it is not quite mayonnaise.

Almost Mayo, a mayonnaise substitute, non GMO and made with natural ingredients.
Imitation mayonnais
A new mayo type product called Not Quite Mayo

2
2
2

2
2
2

It does not contain eggs and other ingredients that mayonnaise is made with.
It is a sandwich spread that is free of all except oil that is in mayonnaise.
Because it is being marketed as a mayonnaise type product, but it doesn't contain
eggs, so it really isn't.
THE NAME IS NOT QUITE MAYO

2
2

1
1

It looks like it would work well for anyone and it's low sodium
It wasn't very attention grabbing.
Never heard of this product but would like to try it.

2
2
2

1
1

Mayonnaise substitute, sandwich spreads


almost mayo
it was about not quite mayo
Not Quite Mayonaise

it is lactose and gluten free.


Egg free, soy free
The name Not Quite Mayo is a bit strange... It makes you think, "Hmmmm, then
what the heck is it!"
IT HAS A LIST OF THINGS THAT ARE NOT IN IT...GLUTEN, SOY ETC

The name "Not Quite Mayo"


that's what label states
it says so on the labeling
It is called Not Quite Mayo. Has no eggs and is gluten free

An artificial Mayonnaise made from natural, GMO free ingredients.


Imitation mayonnaise
Non GMO, Organic, Egg free, cholesterol free Mayo substitute.

2
2
2
2

4
4
4

3
3
3

No
no trans fats or cholesterol
its kosher and no gmos
Brown wrapper...alternative to Mayo

1
1
1

mayo
a healthy mayo-like product

mayo that isnt mayo


Being able to rotate a product and see every angle of it front and back...3 D.
Reviewing packaging of a non gmo, non dairy mayononaise like spread

label says so
thats what the label says (not quite Mayo) . No eggs?

the name
It says not quite Mayonnaise...like Mayonnaise
The label

2
2

2
2
2

4
4
4

low cal and chloresterol


nothing

4
4
4

1
1
1

To examine my perceptiveness.

Health conscious imitation mayo label and packaging feedback.

3
3
3

It appears to be a mayonaise substitute or replacement.

I believe real mayo has eggs in it - this does not have eggs.

3
3
3

1
1
1

Not for me as I prefer real mayonaise.

Looks like a great product from the label, has all the key areas out front where I
want to see them.
90 calories
No
none

1
1
1

It was about Mayonise

mayo
the main topic is 3d images, mayo bottle was one of them as well as a teddy bear

1
1
1

It says not quite Mayo

it's called not quite mayo


it said not quite mayo on the bottle

3
3

2
2

It is gluten free and egg free. I would like to know how it taste without eggs.

The non mayo


To describe the product that was imaged

no
it had a fairly normal descriptive label as well

3
3
3

2
2

very natural, gmo free mayo


it was a light brown bottle that had the word joy on the back and on the front it
said not quite mayo, it looked like a jar of a mayo based product
High quality, minimally processed, nutritionally balanced ingredients, and
health conscious values in basic mayo.
mayo that doesnt have the same stuff in it
No cholesterol, no dairy, gluten free mayonnaise like. Egg free.
Fake mayonaise. non gmo, non dairy, sandwich spread. 60 calories per Tbsp

2
2
1

Na
no

Because it says not quite mayo and the ingredients are different compare to real
mayonnaise
It has no dairy in it
The label said not quite mayonaise

2
2

a mayo alternative which is carb free 10 fats gluten free egg free
organic ingredients
A gluten free non-gmo faux mayonnaise spread made without
Kosher and soy,cholesterol and dairy free
eggs,preservative free and organic
This is a mayonnaise substitute in a healthy way. It is non GMO, gluten free, It is soy-free, dairy-free, lactose-free and kosher as well.
lactose free, egg free, cholesterol free product.
different, It said not quite mayo no eggs used never thought this would be
nothing
possible. Would be very interested in trying since it has no gmo's
This is a fake mayo. It is free of almost everything. I wonder if it is free of good nope
taste.
This is a mayonaise alternative best for people with egg/gluten/dairy allergies It is GMO free
as well as vegetarians/vegans. It also has no cholesterol so it would be good
for certain people, however it is still high in fat so probably wont help people on
low fat diest.
lower in calories, more natural mayo
free of alot of things
must be an empty jar, according to the ingredients its nothing to do with mayo no eggs, no soy, no dairy, Kosher, no nothing, etc.

No.
6
Non GMO PROJECT Refrigerate after opening Cholesterol free Kosher Made by 6
Hampton Creek

no

labeling of a mayo-like spread

an organic product that is not quite mayo is gluten free egg free
A product that resembles mayonnaise but is not mayonnaise

Case 2:14-cv-06856-WHW-CLW Document 10-7 Filed 11/07/14 Page 1 of 13 PageID: 124

Bruce P. Keller (bpkeller@debevoise.com)


David H. Bernstein (dhbernstein@debevoise.com)*
Michael Potenza (mpotenza@debevoise.com)
Jared I. Kagan (jikagan@debevoise.com)*
DEBEVOISE & PLIMPTON LLP
919 Third Avenue
New York, New York 10022
(212) 909-6000
Attorneys for Conopco, Inc.
*admitted pro hac vice
UNITED STATES DISTRICT COURT
DISTRICT OF NEW JERSEY
----------------------------------------------------------------------- x
CONOPCO, INC., doing business as UNILEVER,
:
:
Plaintiff,
:
:
-against: 14 Civ. 06856 (WHW)(CLW)
:
DECLARATION OF
HAMPTON CREEK, INC.,
:
RYU YOKOI
:
Defendant.
:
----------------------------------------------------------------------- x

I, Ryu Yokoi, declare as follows:


1.

I am Brand Development Director at Conopco, Inc., which does business

as Unilever (Unilever). I am responsible for overseeing brand strategy, innovation and


development of, among other products, the Best Foods and Hellmanns brands of
mayonnaise.
2.

I submit this declaration in support of Unilevers motion for a preliminary

injunction against Hampton Creek, Inc. (Hampton Creek,) to prohibit it from falsely
advertising and distributing its plant-based, vegan alternative to real mayonnaise under

Case 2:14-cv-06856-WHW-CLW Document 10-7 Filed 11/07/14 Page 2 of 13 PageID: 125

the name Just Mayo. This declaration is based on my personal knowledge, my review of
business records over which I have control or to which I have regular access in my
employment, and my review of publicly available documents. If called as a witness, I
could and would testify competently as to all of the facts contained herein.
THE HELLMANS AND BEST FOODS
BRANDS OF REAL MAYONNAISE.
3.

In 1905, Richard Hellmann, an immigrant from Germany, began using his

family recipe for mayonnaise in salads in his delicatessen on the Upper West Side of
Manhattan. His mayonnaise proved so popular that he began selling it packaged in
wooden boats, that otherwise were used to weigh butter. To differentiate varieties, he
put a blue ribbon on one of the wooden boats. The blue ribbon variety became
enormously popular and Hellmann soon devoted his entire business to jarring and selling
Hellmanns mayonnaise.
4.

At about the same time, in California, a company called Best Foods

introduced an equally popular mayonnaise product. In 1932, Best Foods acquired


Hellmanns and decided to keep both brands. For over a century, Best Foods
mayonnaise has been the most popular brand of mayonnaise west of the Rocky
Mountains, and Hellmanns has been the most popular brand east of the Rockies.
THE MAYONNAISE PRODUCT CATEGORY.
5.

The Food and Drug Administration (FDA) has issued regulations that

govern use of the term mayonnaise. Among other requirements, the FDAs standard
of identity specifies the key ingredients that a product must contain to qualify as

Case 2:14-cv-06856-WHW-CLW Document 10-7 Filed 11/07/14 Page 3 of 13 PageID: 126

mayonnaise: egg yolks, vegetable oil and an acidifying ingredient (vinegar, lemon
juice or lime juice). This standard of identity for mayonnaise was developed in
response to prior efforts to pass off as mayonnaise products that were diluted or did not
contain the ingredients necessary to qualify as real mayonnaise.
6.

For nearly 80 years, Hellmanns and Best Foods have supported the

mayonnaise category by investing in advertising that elevates quality perception by


communicating its ingredients, specifically eggs. Hellmanns and Best Foods
advertising campaigns have stressed the importance of the key constituent ingredients of
mayonnaise by emphasizing that Hellmanns and Best Foods are made with real,
simple ingredients eggs, oil and vinegar. Examples of these advertisements are
attached as Exhibit A.
7.

Unilevers mayonnaise advertising also emphasizes that real mayonnaise

can be used, not only as a spread on sandwiches, but in cooking as well. Examples of
advertisements showing how mayonnaise can be used in cooking are attached as Exhibit
B and Exhibit C.
8.

Consumers expect real mayonnaise to contain egg, oil and vinegar (or

lemon juice), as reflected in the common dictionary definition of mayonnaise as a


dressing made chiefly of egg yolks, vegetable oils, and vinegar or lemon juice. Merriam
Webster Online Dictionary, available at http://www.merriam-webster.com/ (emphasis
added). Similarly, the American Heritage College Dictionary (3d ed. 1993) defines
mayonnaise as [a] dressing made of beaten raw egg yolk, oil, lemon juice or vinegar,
and seasonings, (emphasis added), Merriam-Websters Collegiate Dictionary (11th ed.

Case 2:14-cv-06856-WHW-CLW Document 10-7 Filed 11/07/14 Page 4 of 13 PageID: 127

2004) defines mayonnaise as a dressing made of egg yolks, vegetable oils, and vinegar
or lemon juice. (emphasis added), and dictionary.com defines mayonnaise as a thick
dressing of egg yolks, vinegar or lemon juice, oil, and seasonings, used for salads,
sandwiches, vegetable dishes, etc. Available at http://dictionary.reference.com
(emphasis added).
FALSE LABELING AND ADVERTISING OF JUST MAYO
9.

Hampton Creek produces a variety of

sandwich spreads that it packages and sells under the name


Just Mayo. The Just Mayo packaging prominently features
the name Just Mayo with the word Just appearing in small
cursive writing above the significantly larger word Mayo
in block letters. The name appears below an image of a
large egg on a brown label that is wrapped around a
transparent container such that the sandwich spread inside is
visible. The labeling is depicted to the right above, and in
Exhibit D.
10.

Just Mayo, however, is not mayonnaise. It

does not contain any egg ingredients. As shown at right and


in Exhibit E, the Just Mayo packaging lists the ingredients
as: Non-GMO Expeller Pressed Canola Oil, Filtered Water, Lemon Juice, White
Vinegar, 2% or less of the following: Organic Sugar, Salt, Pea Protein, Spices, Modified

Case 2:14-cv-06856-WHW-CLW Document 10-7 Filed 11/07/14 Page 5 of 13 PageID: 128

Food Starch, Beta-Carotene. In some recent versions of the product, a preservative


called calcium disodium EDTA, is added to render the product shelf-stable.
11.

Although Just Mayo includes a disclaimer on the label that it is egg free,

that disclaimer is small and, in any event, I think it is confusing because it contradicts the
name of the product, which claims to be a mayo, and it is inconsistent with the large
image of the egg.
12.

Hampton Creek also sells flavored sandwich

spreads that include the name Just Mayo with a term describing
added flavors, including Just Mayo Chipotle, Just Mayo Garlic,
and Just Mayo Sriracha. The labeling for these flavored Just
Mayo sandwich spreads (an example of which is shown at right;
all three labels are shown in Exhibit F) is nearly identical to the
labeling for the unflavored Just Mayo sandwich spread, except
the name of the flavor appears below the words Just Mayo.
Another difference is that the egg free disclaimer is included only on the back label,
again in very small letters. As with unflavored Just Mayo, none of the flavored Just
Mayo spreads contain any egg ingredients, despite the prominent image of the egg on the
label.
13.

Compounding the problem, and demonstrating what its intent has been

from the start, Hampton Creek has explicitly referred to Just Mayo as mayo and
mayonnaise in advertisements:

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As shown below and in Exhibit G, on its website, Hampton Creek has


stated: Just Mayo is an outrageously delicious mayonnaise (emphasis
added).

Recently, Hampton Creek deleted the word mayonnaise from this


webpage, in an apparent acknowledgement that its product is not really
mayonnaise (also attached in Exhibit G):

Case 2:14-cv-06856-WHW-CLW Document 10-7 Filed 11/07/14 Page 7 of 13 PageID: 130

As shown below and in Exhibit H, on its website, Hampton Creek is


currently stating that Just Mayo is [c]reamy rich mayo for any sandwich,
anytime (emphasis added).

On its Facebook page (see Exhibit I), Hampton Creek states that it is the
#1 selling mayo at Whole Foods Market! (emphasis added).

14.

Mayo of course means the same thing as mayonnaise and is understood

that way by consumers. The Merriam Webster Online dictionary defines mayo simply
as mayonnaise, as does the American Heritage College Dictionary (3d ed. 1993), and
Merriam-Websters Collegiate Dictionary (11th ed. 2004). In common usage, mayo

Case 2:14-cv-06856-WHW-CLW Document 10-7 Filed 11/07/14 Page 8 of 13 PageID: 131

often is used as a synonym for mayonnaise. In the New York Times, for example, food
writer Melissa Clark repeatedly uses mayo and mayonnaise interchangeably. See
Exhibit J (Melissa Clark, Mayonnaise: Oil, Egg and a Drop of Magic, New York
Times (May 22, 2012)). Exhibit K contains additional articles and popular references
equating mayo and mayonnaise.
15.

Hampton Creeks conduct is particularly deceptive because Just Mayo

does not perform like real mayonnaise. Real mayonnaise is used by home and
professional chefs alike as an essential ingredient in many recipes, including as an
ingredient that adds flavor to and binds together the ingredients in heated recipes.
Indeed, on the Hellmanns website (at http://www.hellmanns.com/recipes), Unilever
promotes such signature recipes as Parmesan Crusted Chicken and Turkey Casserole.
See Exhibit L. Because Just Mayo lacks the ingredients of a real mayonnaise, it can
separate into constituent parts when it is heated, and thus fails to bind the ingredients, in
some of the recipes that call for using mayonnaise. For example, mayonnaise is an
ingredient in one of the signature recipes for Hellmanns mayonnaise parmesan
crusted chicken. The mayonnaise keeps the chicken moist and coats the chicken so that
cheese can melt on top and the bread crumbs can stick to it. I have seen test kitchen
experiments with Just Mayo used instead of mayonnaise, and it broke down with the oil
flowing off of the chicken; so the product did not act as a coating for the chicken.
Similarly, mayonnaise is often used as an ingredient in warm dips. In a similar test
kitchen experiment with Just Mayo used instead of mayonnaise, the dip separated and
resulted in a watery, rather than creamy, consistency.

Case 2:14-cv-06856-WHW-CLW Document 10-7 Filed 11/07/14 Page 9 of 13 PageID: 132

16.

By calling itself mayo and failing to perform like mayonnaise, Just

Mayo deceives consumers and damages the entire product category, which, as discussed
above, has strived to protect a consistent definition of mayonnaise that fits with
consumer expectations.
17.

At Unilever, we have seen first hand that Just Mayo is causing consumer

deception. In a recent focus group conducted by Unilever, consumers who were shown a
jar of Just Mayo mistakenly believed that it was real, egg-containing mayonnaise until
they carefully scrutinized the label and discovered that it does not contain eggs. After
making that discovery, one of the consumers stated: Its not Just Mayo, its a lie.
18.

Hampton Creek appears to be aware of this confusion, and that most

consumers do not realize that Just Mayo is not mayonnaise like the other mayonnaise
products on the shelf. In a video interview that was posted to YouTube on November 4,
2014, Hampton Creeks CEO, Josh Tetrick, stated that most consumers do not know
that, when they buy Just Mayo, they are getting a product that is different than real
mayonnaise. The interview is included on the attached DVD as Exhibit M. The passage
at issue is about four and a half minutes into the video; the actual exchange is as follows:
Question: So, um, do I, the consumer, know what Im buying when I buy [Just
Mayo], that its different than the other mayonnaise on the shelf?
Answer: Most dont. So, were also in Whole Foods. So were the number one
selling mayo in Whole Foods.. But to the mom, to the 37-year old single
mom, whose, you know, shopping in her Bentonville Walmart store, and
shes rolling down aisle 7, she might not know. She just buys it because
its affordable and her friends told her that it tasted pretty good. And, as a
side note, shes looking for things that are better for her kids.
(emphasis added)

Case 2:14-cv-06856-WHW-CLW Document 10-7 Filed 11/07/14 Page 10 of 13 PageID: 133

19.

Later in the same interview, Mr. Tetrick provided further insight on

Hampton Creeks intention to pass off Just Mayo as real mayonnaise, rather than a vegan
mayonnaise substitute, when he described his companys business strategy. He explained
that Hampton Creek wants to avoid having Just Mayo be seen as a mayonnaise
substitute: Focusing on substitute and focusing on alternatives is a recipe for loserdom
for us. Its a recipe for being a niche company. Its a recipe for lots of folks who are in
the natural world to sort of give us a big round of applause and a recipe for someone in
Birmingham Alabama to ignore us completely. And thats something we dont want. So,
were trying to focus more on not the alternative, but the only thing. The passage at
issue starts at about the ten minute mark into this video.
20.

In a another recent interview, this time with Stuart Varney of Fox

Business News, Mr. Tetrick was asked directly why Hampton Creek avoids truthfully
calling its product vegan. Mr. Tetrick explained that calling the product vegan
would not be too effective because Hampton Creek is all about making the thing
accessible. The interview is included on the attached DVD as Exhibit N; the passages at
issue start at about 2 minutes into the video.
21.

Consumers deceived into believing Just Mayo is real mayonnaise and who

are subsequently disappointed by its taste or failure to perform adequately could falsely
believe those sub-standard characteristics are common to mayonnaise generally,
including Unilevers Best Foods and Hellmanns brands. That is precisely the type of
unquantifiable harm to Unilevers brand that both the federal standards of identity, as

10

Case 2:14-cv-06856-WHW-CLW Document 10-7 Filed 11/07/14 Page 11 of 13 PageID: 134

well as the multiple millions of dollars in advertising Unilever invests educating


consumers about real mayonnaise, is intended to avoid.
UNILEVERS EFFORTS TO RESOLVE THE DISPUTE.
22.

Unilever has given Hampton Creek ample notice of its complaints

regarding the Just Mayo name, packaging and advertising.


23.

In March 2014, shortly after it first learned about Just Mayo, Unilever

contacted Hampton Creek to demand that Hampton Creek correct its false and misleading
labeling and advertising for Just Mayo. The primary concern that Unilever expressed
was Hampton Creeks deceptive use of the name Just Mayo.
24.

Since then, the parties have exchanged a number of letters the most

recent of which were dated October 31, 2014 from Unilever and November 4, 2014 from
Hampton Creek. Through these letters and the parties discussions, Unilever has
continued to explain its concerns regarding the name Just Mayo (and, in its October 31
letter, it expressly warned Hampton Creek that Unilever would seek a preliminary
injunction if Hampton Creek persisted in its use of the deceptive Just Mayo name).
Despite Unilevers efforts to convince Hampton Creek to correct its false and misleading
labeling and advertising, and to discontinue use of the literally false name Just Mayo,
Hampton Creek refused to do so.
25.

Developments since March 2014 have exacerbated the harm to Unilever in

ways that make a swift resolution of this dispute more urgent. When Just Mayo initially
was introduced in September 2013, it was sold in specialty markets, like Whole Foods,
that do not carry any of Unilevers brands. It also had a limited test in Costco wholesale

11

Case 2:14-cv-06856-WHW-CLW Document 10-7 Filed 11/07/14 Page 12 of 13 PageID: 135

clubs, but we had limited access to information about the test sales because we do not
have access to tracking data on Costco sales. Moreover, because the Just Mayo product
sold at Whole Foods lacked a preservative and therefore was not shelf stable, it was
stocked in those stores in the refrigerated foods section, often next to other imitation
mayonnaise products such as Vegenaise, rather than in the aisle with real mayonnaise.
26.

In April 2014, stores like Safeway began carrying Just Mayo in a

shelf-stable version that competes, at least in some of those stores, with Best Foods and
Hellmanns for shelf space. Several months later, Unilever learned that Just Mayo
would be carried by Walmart nationally in a shelf-stable version, directly competing with
Best Foods and Hellmanns mayonnaise for shelf space.
27.

Because Just Mayo is the name of Hampton Creeks product, there is no

doubt that consumers are exposed to this falsehood at the point of purchase. Although
advertising, including false advertising, impacts consumer decision-making, the effect of
the advertising itself is enormously difficult to quantify because so many other factors
impact consumer purchases.
28.

Just Mayo is already having an impact on sales of Best Foods and

Hellmanns mayonnaise. Data obtained from a leading supermarket chain, for


example, shows that more than half of Just Mayo purchasers who had previously
purchased real mayonnaise had switched from Best Foods and Hellmanns brands.
(The actual data is highly confidential and, under Unilevers agreement with the
supermarket chain at issue, can only be shared on a confidential basis, under seal.
Unilever will work with Hampton Creek to submit a proposed protective order to the

12

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EXHIBIT A

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Jeff Winner - Evanston, IL. Stay at home Dad. Expert Barbie-finder and turkey sandwich maker.

real
is what you're made of.

Cage free eggs. Vinegar. Oil. Because real tastes better. Hellmanns.
Show us what youre made of at hellmanns.com

Case 2:14-cv-06856-WHW-CLW Document 10-8 Filed 11/07/14 Page 7 of 10 PageID: 143

REAL IS WHAT
YOURE MADE OF
US TOO

CAGE-FREE EGGS. VINEGAR. OIL.


BECAUSE REAL TASTES BETTER. HELLMANNS.

Case 2:14-cv-06856-WHW-CLW Document 10-8 Filed 11/07/14 Page 8 of 10 PageID: 144

Case 2:14-cv-06856-WHW-CLW Document 10-8 Filed 11/07/14 Page 9 of 10 PageID: 145

It's time to say no to fake food.

real
It's time for

Hellmanns. Made with eggs, oil, vinegar. Naturally rich in


Omega 3s. No trans fat. It's time for real.

2007 Unilever. Hellmanns Real Mayonnaise contains 650mg of ALA per serving, 50% daily value of ALA (1300mg); 10g of fat; 1.5g of SAFA; and a small amount of EDTA to protect quality.

2007 Unilever. Hellmanns Real Mayonnaise contains 650mg of ALA per serving, 50% daily value of ALA (1300mg); 10g of fat; 1.5g of SAFA; and a small amount of EDTA to protect quality.

Ad No.: RM-07-1/E SAP No.: LEV.LEVHLM.07012.K.011


Ad Title: Its time for Real Little Girl
This advertisement prepared by: Ogilvy & Mather
To appear in: Various Standard Pubs
Size: Page Color: 4/c
Bleed: 8.5 in x 11.125 in Trim: 7.875 in x 10.5 in Safety: 7 in x 9.75 in
Scale: 1:1 Actual Trim: Same as Trim Gutter: None
Creative Director: None Art Director: J. Leak Copywriter: D. Fried
Account Exec: H. Davis Print Producer: K. Levens Traffic: T. Gallone
Engraver: Extreme Digital
REDWORKSNEWYORK Filename: LEV_HLM_07012_K_011_AD_1A3.indd

Document Path: Redworks:Volumes:Redworks:Print:U-Z:Unilever:LEV.LEVHLM.07012.K.011:Mechanicals:LEV_HLM_07012_K_011_AD_1A3.indd


3:20 PM
Operator: cl Proof: 3 Galley: 1 Output: CD, 2 fierys
Client: Unilever Keywords: None
Print Scale: 100% Fonts: GothamCondensed, Helvetica, Gotham
Swatches: Black, PMS 102 CMYK, Paper Images: 07012K_LEV_Girl_r2b_FPO.tif (CMYK; 75 ppi), 63205_BlueTop_B.eps (CMYK; 535 ppi)

Created: 2/23/07 11:15 AM Current Date: 4/23/08

Case 2:14-cv-06856-WHW-CLW Document 10-8 Filed 11/07/14 Page 10 of 10 PageID: 146

It's time we all said no to over-processed food.

real
It's time for

Hellmanns. Made with eggs, oil, vinegar. Naturally rich in


Omega 3s. No trans fat. It's time for real.

2007 Unilever. Hellmanns Real Mayonnaise contains 650mg of ALA per serving, 50% daily value of ALA (1300mg); 10g of fat; 1.5g of SAFA; and a small amount of EDTA to protect quality.

Case 2:14-cv-06856-WHW-CLW Document 10-9 Filed 11/07/14 Page 1 of 2 PageID: 147

EXHIBIT B

2006 Unilever

Case 2:14-cv-06856-WHW-CLW Document 10-9 Filed 11/07/14 Page 2 of 2 PageID: 148

BRING OUT
the only way to make
parmesan chicken this juicy.

Hellmanns Parmesan Crusted Chicken


1/2 cup Hellmanns Mayonnaise
1/4 cup grated Parmesan cheese
4 boneless, skinless chicken breasts
4 tsp. Italian seasoned dry bread crumbs
Combine mayonnaise and cheese.
Spread on chicken, then sprinkle
with bread crumbs.
Bake at 425 for 20 minutes.

visit hellmanns.com for recipes

THE REAL. THE ONLY.

THE BEST.

Ad No.: RM-06-2/E Job No.: K600549


Client: LEV Product: HLM
Ad Title: Hellmans Chicken Parm Rev.Stnd Mag
This advertisement prepared by: Ogilvy & Mather
To appear in: Standard Magazines
Size/Color: Page 4C
Bleed: 8.5" x 11.125" Trim: 7.875" x 10.5" Live: 7.0" x 9.75"
Art Director: J. Eyerman Copywriter: B. Mislow
Print Producer: K. Levens Traffic: D. Wallack
Engraver: Extreme
GSI No.: K600549 Di1 1A1

70110

01
70110v1_K600549 Di1 1A1

02/01/06

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Hellmanns Television
Commercial

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EXHIBIT D

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ERHIBIQ E

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ERHIBIQ F

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EXHIBIT G
part 2

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http://www.hamptoncreek.com/

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ERHIBIQ H

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ERHIBIQ J

Easy Homemade Mayonnaise - NYTimes.com


Page 1 of 2
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May 22, 2012

Mayonnaise: Oil, Egg and a Drop of Magic


By MELISSA CLARK

DONT you know the mayonnaise trick?


My friend Dori and I were standing in front of Empire Mayonnaise in Brooklyn, the citys first and only artisanal mayonnaise shop, ogling its wares: flavors
like lime pickle and, of course, bacon, when she asked me that.
If there was a trick for making mayonnaise, I certainly did not know it. And what a trick a potential game-changer, the kind that turns homemade mayo
from a special-occasion recipe into an everyday endeavor, ending our dependence on subpar, corn-syrup-filled commercial stuff.
Because heres the thing about mayo: while its easy to buy high-end mustard and ketchup, good-quality commercial mayonnaise is a rare thing indeed. If
you want really delicious mayo, you have no choice but to make it yourself.
Despite my deep and committed love of mayo, my success rate for making it had been about 50 percent. To make mayonnaise, you need to slowly beat oil
into egg until an emulsion forms that is, the oil molecules are uniformly dispersed in the egg and then hold there. Whether I used a food processor,
blender or whisk, my mayonnaise often broke: the oil and egg separated, heartbreakingly deflating from a thick and attractive froth into a thin and oily
puddle.
Adding a teaspoon of water to the yolks before dripping in the oil helps create a stronger and more stable emulsion, Dori said. She picked up the secret in
culinary school years ago, and her mayonnaises havent collapsed since.
The first time I tried it, I achieved the lightest, most ethereal mayonnaise Id ever made. It tasted deeply of the good olive oil I used, seasoned with lemon
and mustard. We ate it with roasted asparagus, dunking the spears two, three and four times into the tasty sauce until we swabbed the bowl clean. The next
day I whisked together another batch, stirring in minced anchovies at the end. It made some of the finest egg salad Id ever had.
Heady with success and inspired by the flavors on offer at Empire, I knew a mayonnaise spree was in the making. Dancing in my head were visions of sweet
potato salad tossed with pungent lime pickle mayonnaise, moist pieces of swordfish slathered with garlicky aioli, and hot biscuits spread with bacon
mayonnaise and topped with slices of ripe tomato.
Why did a teaspoon of water make such a difference? And why hadnt anyone told me this before?
The only cookbook I knew of that mentioned adding water to the yolk before whipping was published by the Culinary Institute of America, and so I called
there and spoke with Tucker Bunch, a chef and instructor.
A little water physically broadens the space between fat droplets, helping them stay separate, Mr. Bunch said. If the oil droplets dont stay distinct from
one another and evenly dispersed in the oil, the mayonnaise will break. He explained that while you need not add water for an emulsion to form, just a
teaspoon increases the odds that it will.
Lemon juice and vinegar accomplish the same thing, but if you add too much you run the risk of ending up with mayo that is too tart. A dollop of mustard
can help create and hold an emulsion, too, which, beyond flavor, is why many mayonnaise recipes call for it.
Adding water also heightens the fluffy factor.
Without any added water, mayonnaise can be like petroleum jelly, Mr. Bunch said. Water gives you that nice, light texture.
Another reason to add water is that it dilutes the yolk and opens up the complex matrix of lecithin and proteins it contains, said Richard D. Ludescher, the
dean of academic programs at the School of Environmental and Biological Sciences at Rutgers. The lecithin binds the oil droplets and the water in the yolk;
thats the essence of a mayonnaise emulsion. As long as they are bound together, the emulsion is stable.
With a blender or food processor, a little cold water can keep everything from overheating as it whirls another frequent emulsion buster. To really bolster
your chances of creating and holding an emulsion, use a whisk. Although mayonnaise can come together more easily in a food processor, Mr. Bunch said, it
is prone to breaking. Overbeating, along with overheating, can make the molecules come unglued.
This isnt going to happen when you use a whisk, he said. We make students on campus make mayonnaise with a whisk first before they can use a
machine so they understand what it takes to work.
The last piece of wisdom Mr. Bunch shared was that initially the oil should be added to the yolk drop by drop; the emulsion should form when about a
quarter of the oil is beaten in. Once that happens you can go a lot faster, increasing the drops to a steady stream.
Thus educated, I became bolder, adding my oil even faster at the end while whisking the heck out of it. Fifty-eight seconds is my personal record from start
to finish. When I added the oil faster than that, the mayonnaise broke.

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But given my newfound proficiency, even a batch or two of broken mayonnaise didnt bother me. I just substituted it for the oil and egg in my favorite savory
cake recipe, with olives and Gruyre. (The same cake recipe also works with unbroken mayonnaise and is a great way to use up the last of a batch of the
homemade stuff, which has a fridge life of about a week.)
Lime pickle was my first flavored mayonnaise experiment, which I made by chopping up the pickle, an Indian condiment sold at Middle Eastern and Asian
markets, and stirring it in at the end. The texture, nubby and a little crunchy from the pieces of pickle, was a far cry from the velvety mouth feel of the
version by Empire Mayonnaise. Thats because the owners, Elizabeth Valleau, a designer, and the chef Sam Mason, make their mayonnaise using infused
oils so there are no particles to interfere with the smoothness.
My rustic version pleased me nonetheless. Mixed with soft cubed sweet potatoes, crunchy cashews and cilantro, it was bright, barbecue-ready fare.
I then played with all kinds of mayonnaise flavorings, stirring various ingredients in at the end after the emulsion had safely formed. I added citrus zests,
chile sauce, herbs, garlic, capers and olives.
I also played with the variety of oil, changing the ratio of intense extra virgin olive oil to a mellow neutral oil. The more olive oil I used, the better I liked the
resulting mayonnaise when eating it plain, but using all neutral oil makes a better canvas for adding flavors. Safflower, canola, grapeseed and peanut oil all
do nicely. Just make sure the oil is at the same temperature as the egg. You can use cold oil and cold eggs, but I found room temperature eggs and oil to be
the easiest to work with.
After dozens of happy experiments, my confidence was high and I felt ready to take on the mother of all flavored mayos: bacon mayonnaise.
I had tried this before my self-researched seminar in mayonnaise making, and it broke every time, I think because I tried to use the bacon grease while it was
still too warm, fearing that it would congeal if I let it cool. This time I mixed the warm grease into the oil. The oil cooled it down and kept it from solidifying,
so it was easy to drip into the eggs. I added a pinch of smoked paprika and some chopped bacon at the end to intensify the smokiness.
On the recommendation of Ms. Valleau, I whipped up what she called a skinny BLT, with lettuce, the first local greenhouse tomatoes and my homemade
bacon mayonnaise on toast. It was crisp, juicy and lighter than the original ideal for summer eating.
Of course, I thought as I ate, it might be even better with both bacon and bacon mayonnaise. Or bacon and sriracha mayo.
Im sure Ill get around to whipping it up.

So Much Mayo, So Many Meals


Knowing how to make mayonnaise and many variations of it can expand a home cooks repertory of meals.
MAYO-MARINATED STEAKS OR LAMB CHOPS Marinate steak or lamb chops in chipotle, olive or bacon mayonnaise for at least 3 hours, or in the
fridge overnight. Grill and serve with more sauce on the side. Alternatively, grill steak or lamb naked and serve with a dollop of mayonnaise on top (it will
melt and turn into a piquant sauce, like a compound butter but lighter).
BROILED OR GRILLED FISH WITH AIOLI Coat fish steaks or fillets with a thin layer of aioli or rouille and grill or broil until golden. Serve with more
sauce on the side. Mayonnaise encourages browning and helps keep fish moist.
PASTA SALAD CARBONARA Boil your favorite chunky pasta (fusilli, penne, etc.) and dress with bacon mayonnaise while still warm. Serve topped with
Parmesan curls and lemon wedges. This is nice warm or at room temperature, on a bed of ripe tomatoes.
CREAMY LINGUINE WITH OLIVES, HERBS AND BREAD CRUMBS Top hot cooked linguine or spaghetti with olive mayonnaise and chopped
fresh basil or chives. Garnish with homemade bread crumbs toasted in olive oil and more olives. Serve hot or warm.
ROSEMARY CHICKEN Swab a chicken with rosemary black-pepper mayonnaise and roast or grill. This works especially well with beer-can chicken on
the grill.
LIME PICKLE OR SRIRACHA DEVILED EGGS Use flavored mayonnaise instead of plain to make deviled eggs, garnishing the sriracha eggs with Thai
or regular basil, and the lime pickle with cilantro. This works well for egg salad, too.
SUGAR SNAP PEAS WITH WALNUT MAYO Steam or quickly blanch trimmed sugar snap peas; they should be crisp-tender. Drain and plunge into ice
water to stop the cooking. Drain again and pat dry. Serve with walnut mayo for dipping.

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ERHIBIQ L

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http://www.hellmanns.com/recipes/detail/42383/1/turkey-casserole

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Video Interview of Josh Tetrick,


posted to YouTube on
November 4, 2014

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Video of Fox Business


News Interview of
Josh Tetrick

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Bruce P. Keller (bpkeller@debevoise.com)


David H. Bernstein (dhbernstein@debevoise.com)*
Michael Potenza (mpotenza@debevoise.com)
Jared I. Kagan (jikagan@debevoise.com)*
DEBEVOISE & PLIMPTON LLP
919 Third Avenue
New York, New York 10022
(212) 909-6000
Attorneys for Conopco, Inc.
*admitted pro hac vice
UNITED STATES DISTRICT COURT
DISTRICT OF NEW JERSEY
----------------------------------------------------------------------- x
CONOPCO, INC., doing business as UNILEVER,
:
:
Plaintiff,
:
: 14 Civ. 06856 (WHW)(CLW)
-against:
: [PROPOSED] PRELIMINARY
INJUNCTION ORDER
HAMPTON CREEK, INC.,
:
:
ECF CASE
Defendant.
:
----------------------------------------------------------------------- x
This matter having been presented to the Court on the motion of plaintiff
Conopco, Inc., doing business as Unilever (Unilever), for an order granting preliminary
injunctive relief against the name and advertising of defendants Just Mayo product; and
on notice to defendant Hampton Creek, Inc. (Hampton Creek); and the Court having
considered the submissions of the parties and having considered arguments of counsel;
and for the reasons set forth in the record and/or in the Courts findings and conclusions;
and for good cause shown;
NOW, THEREFORE, IT IS HEREBY ORDERED as follows:
1.

Plaintiffs motion for a preliminary injunction is granted.

Case 2:14-cv-06856-WHW-CLW Document 10-24 Filed 11/07/14 Page 2 of 3 PageID: 227

2.

Defendant Hampton Creek and its officers, directors, agents, servants,

wholesalers, distributors, retailers, employees, representatives, attorneys, subsidiaries,


related companies, successors, assigns and contracting parties, and any other parties in
active concert and participation with them or any of them who receive actual notice of
this order by personal service or otherwise (together, the Hampton Creek Defendants),
are hereby enjoined from using Just Mayo as the name of, and on the labeling for, the
dressing and sandwich spread product it currently sells under the name Just Mayo, or for
any other dressing or sandwich spread that does not contain conform to the Food and
Drug Administrations (FDA) standard of identity for mayonnaise, including, but not
limited to, any product that does not contain egg yolks, and from otherwise claiming,
either explicitly or implicitly, in any packaging, advertising, or other promotional
materials, that the dressing and sandwich spread product currently sold as Just Mayo (or
any other dressing or sandwich spread that does not conform to the FDAs standard of
identity for mayonnaise, including, but not limited to, any product that does not contain
egg yolks) is mayo or mayonnaise.
3.

The Hampton Creek Defendants shall immediately withdraw and recall from

it sales representatives and all channels of distribution any letters, flyers, advertising,
promotional material, office display materials, commercials, labels, or any other matter
distributed by it or on its behalf bearing the any description or representations
constituting false advertising concerning the product that Hampton Creek currently sells
under the name Just Mayo including (1) any reference to the name Just Mayo, and (2)
any statement that its egg-free dressing and sandwich spread is mayo or mayonnaise.

Case 2:14-cv-06856-WHW-CLW Document 10-24 Filed 11/07/14 Page 3 of 3 PageID: 228

4.

Defendant Hampton Creek shall file with the Court and serve on counsel for

plaintiff within thirty (30) days after entry of this Order a sworn written statement
pursuant to 15 U.S.C. 1116(a) setting forth in detail and including exhibits
demonstrating the manner and form in which it has complied with this Order.
5.

Plaintiff shall post security in the amount of $ ____________ prior to

December ____, 2014, at 5oclock p.m.

_________________________________
The Hon. William H. Walls
United States District Judge
Dated: Newark, New Jersey
December __, 2014