But the brand isn’t stopping with the natural foods channel, securing distribution at Safeway, Dollar Tree, Kroger, and Costco. On Sept. 24, pea protein-derived Just Mayo will hit Walmart shelves nationwide.
It’s all part of the plan to bring Just Mayo to mass markets, according to Hampton Creek CEO Josh Tetrick, who says the company mission is to make plant-based egg replacers effective and affordable enough to be widely adopted by food companies in common products ranging from mayonnaise to cookie dough. Indeed, Tetrick is even careful when using the term “plant-based” in conversations about the future of our food system—noting that it “sounds too vegan”.
Having approached formulation through systematic analysis of hundreds of plant varieties to determine the ideal replacement for each function, Hampton Creek has also launched a new initiative to build the world’s largest plant database. The firm tapped the former head of Google Maps to catalog the vast—and growing—amount of data it’s already amassed for use down the road on expanding existing product lines and adding new ones.
Tetrick caught up with FoodNavigator-USA this week on its progress in making better food choices easier and where it might take its mission next. (Sugar, trans fat and food dyes: beware.)
FoodNavigator-USA: Did Hampton Creek approach Walmart or vice versa? How much product will you be supplying them from a volume standpoint?