Where’s the yolk – did you just call that mayonnaise?
Publication date: 5 May 2023
Issue publication date: 21 June 2023
Abstract
Research methodology
The data for this case was collected from legal and business research databases (Lexis, ABI/INFORM)) and from business press sources (for example, Forbes, the NY Times and the Wall Street Journal). Emails between the Egg Board, the Food and Drug Administration and key players at Unilever are referenced throughout the case and were provided by the United States Department of Agriculture’s Agricultural Marketing Service Compliance Branch and obtained pursuant to the Freedom of Information Act. Federal regulations and codes, as applicable, are also referenced (The US Code, the Code of Federal Regulations).
Case overview/synopsis
This short case presents the problems of Just Mayo, a start-up company, in maintaining and growing market share in an industry dominated by a well-established, multinational firm. In 2011 Hampton Creek (renamed Just, Inc in 2018) began operations as a manufacturer of plant-based food products. One of its earliest products was Just Mayo, a sandwich spread with all the attributes of traditional mayonnaise except without eggs or other dairy products. Shortly after Just Mayo was introduced, Unilever – a multinational conglomerate and food giant, sued Hampton Creek, claiming that use of the name “Just Mayo” amounted to false advertising and unfair competition.
Complexity academic level
This case is a learning tool for management, business law and ethics students at the undergraduate level. It was used in 2019 in a business law class at the sophomore and junior undergraduate level, where the focus was primarily on ethical considerations for all parties, understanding the role of regulatory agencies, and the legality of the strategies used. However, this case is equally applicable for a management or strategic management course with a focus on analyzing the tactics used for maintaining competitive advantage. A stakeholder analysis for various parties in either of these courses would also be suitable. Instructors addressing some of these topics together should find it particularly useful.
Keywords
Acknowledgements
Disclaimer. This case is intended to be used as the basis for class discussion rather than to illustrate either effective or ineffective handling of a management situation. The case was compiled from published sources.
The authors would like to thank participants of a session at the Case Association Conference in 2019 for their helpful feedback on this teaching case.
Citation
Gantt, K. and Berry, D. (2023), "Where’s the yolk – did you just call that mayonnaise?", , Vol. 19 No. 4, pp. 509-519. https://doi.org/10.1108/TCJ-02-2021-0031
Publisher
:Emerald Publishing Limited
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