Vegan Mayonnaise. It’s just a little jar of egg-free mayonnaise on shelves at Whole Foods , but getting it there is proving to be a giant undertaking for Hampton Creek Foods, a start-up set to take its environmentally-friendly, vegan spread across the country.

It’s new product is a vegan mayonnaise, eggs free.

A national launch is a huge deal for any small company, even one such as Hampton Creek, which has been fortunate to have high-profile investors, including Bill Gates, and Peter Thiel. A food start-up needs to figure out how to source, manufacture, and ship significantly larger quantities of its product.

While the 336-store supermarket is far from the country’s largest—Kroger, for instance, has about 2,400 stores—Whole Foods branding will no doubt put a lot of power behind products from little Hampton Creek. The mayo was introduced into Whole Foods through Northern California stores earlier this year for use in such prepared foods as potato salad.
To launch by fall, the company quickly had to find a manufacturing partner with more capacity as well as a distributor.
Then there’s the marketing message. It supposedly taste better than other regular mayonnaise brands, it has no cholesterol and obviously doesn’t use chicken eggs.

After Just Mayo’s Whole Foods debut, Hampton Creek will roll out flavored varieties like chipotle and also an egg-free cookie dough, and a liquid scrambled fake egg product.

The many benefits of Just Mayo: Non-GMO / Vegan / Cholesterol-Free / Egg-Free / Dairy-Free / Soy-Free / Gluten-Free / Lactose-Free / No Artificial Colors / Kosher