Mayo nays: Trade group egged on FDA to jar vegan spread

NEW YORK — Mayonnaise impostors, beware! An industry group is patrolling the grocery aisles.

The Association for Dressings and Sauces, founded in 1926, repeatedly urged regulators last year to take action against an upstart vegan spread that it said was masquerading as mayonnaise, despite its lack of eggs, according to emails obtained by The Associated Press.

The Food and Drug Administration later sent a public warning to Hampton Creek about its “Just Mayo” spread, which triggered national headlines and ultimately led to the San Francisco startup and media darling tweaking its label.

The efforts provide a glimpse into the influence industry groups can wield behind the scenes, even if their names may be difficult to take seriously. On its website, the Association for Dressings and Sauces says it has a 16-member board and a Horseradish Information Council. The group doesn’t list a physical address and is managed by the Kellen Company, a firm that manages industry associations.

According to emails obtained through a freedom of information request, the association first reached out to the FDA just months before Hampton Creek was sued by the parent company of Hellman’s mayonnaise.

Unilever sued in late 2014 for false advertising, saying Just Mayo was not really mayonnaise since it doesn’t have eggs. After facing a backlash by Just Mayo supporters, Unilever dropped the suit.

A couple months later, the Association for Dressings and Sauces contacted the FDA to follow up on its previously expressed concern that Just Mayo was violating the federal standard for mayonnaise. The FDA had already contacted Hampton Creek after the group’s previous complaint, but said it couldn’t provide details.

Upholding standards?

In a statement, the Association for Dressings and Sauces said one of its goals is to uphold federal standards, which were established to protect consumers.

A Unilever representative declined to comment. A representative for the FDA said the agency had nothing to add.

After Unilever dropped its lawsuit, emails show the association persisted in its campaign to bring law and order to the condiments aisle and contacted the FDA at least three more times.

Then in August, the FDA made its issues with Hampton Creek public in a warning letter.

Hampton Creek retained a lawyer who formerly worked at the FDA who helped resolve the matter. Just Mayo’s label was adjusted to make clear it does not have eggs. But it got to keep its name, and may have gained a fan.

“After listening to your story, I may just up your sales by one jar during my next Costco visit and give your mayo alternative a test drive,” an FDA official wrote to the company.

In a statement, Hampton Creek said its resolution with the FDA reaffirmed its belief that government and private sector can work together.

And in February, Unilever introduced its own eggless spread under the Hellmann’s banner, and gave it an appropriate name: “Carefully Crafted Dressing and Sandwich Spread.”