Just Brilliant

If You Use This

Hellmann's® Real Mayonnaise

Hellmann's® Real Mayonnaise

Try This Instead

Just Mayo

Just Mayo

Good Choice Best Choice What do these mean?


  • No animal ingredients or byproducts
  • Non-GMO project verified oils
  • No MSG or MSG derivatives


  • Soy-free
  • Cholesterol-free
  • Gluten-free
  • Dairy/egg/lactose-free

How To Get It

Local Retailers (select):

  • Organic Basic Foods LLC (Hoboken, NJ)
  • Kings Food Markets
  • Kroger
  • LifeThyme (NYC)
  • Safeway
  • ShopRite
  • Target
  • The Dollar Tree
  • Walmart
  • Whole Foods


Online Retailers (select):



At the core of mass-marketed baked goods and condiments like mayonnaise is the egg, contributing to a $8.5 billion value in the egg production industry.  Aside from chickens being commoditized(1) to fill this food staple “need”, there’s the very eco-unfriendly aspect of these animals being fed massive amounts of GMO-based soy and corn which contributes to greenhouse gas emissions. With the help of both biochemists and chefs, and after beta testing from a database of roughly 1,500 plant contenders, a plant-based binding and emulsifying agent was born to replace the egg.  It is this ingredient that serves as a replacement for eggs in this novel food product.  The substitution consists of Canadian yellow peas which are on average 40% less expensive than battery-cage eggs and require fewer resources to produce.  When all of the properties of this plant substitute come together they simply yield a better product than the conventional version in every way. The taste of this mayo is indistinguishable from leading brands and imparts the same consistency, taste and texture.  Celebrity chefs such as Andrew Zimmern have preferred this brand’s mayo to the leading brand of mayonnaise in a taste test, confirming what the brand’s team already believed- it outperforms the egg in taste and texture for use in foods. Even with garnering the biggest name investors, this was not meant to be a boutique brand aimed at the 1% who have the means to pay a large premium for a more mindful product. You’ll find this brand in major retailers and even many bulk chain stores.  And, the technology is not just aimed at reforming mayonnaise but also cookie dough (rids concerns about salmonella) and baked cookies – and there are sure to be many other products on the horizon. In fact, the ultimate goal of the brand is to replace eggs in most mass market foods(2). Another long-range goal of the brand’s founder, Josh Tetrick, is to find a way to work with farmers in the developing world to enable them to have new cash crops that can be used.  The brilliance of this product lies in all the areas covered: it’s a compassionate and eco-conscious product that is more efficient to produce; it’s cost effective – priced equivalent to or often less than leading brands; it contains ingredients which have the potential to give back to the community; and, importantly, even food aficionados crave the outstanding taste.

(1) There are approximately 1.8 trillion egg-laying hens around the world each year.
(2) Thirty-three percent of industrially produced eggs are turned into ingredients at big food companies.  source: TriplePundit 
Just Mayo photo: © 2014, My Conscience, My Choice LLC
Hellmann’s Mayonnaise photo:  source Wegmans


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A shift is necessary toward lifestyles less geared to environmental damaging consumption patterns.
Maurice Strong