The 2nd wave of the Mayo Wars has come, and this time Miracle Whip is nowhere to be discovered.

The eggy white stuff’s latest adversary is solely Mayo, a well-liked eggless spread made by using San Francisco startup Hampton Creek, which is now in a sticky mess with the FDA over its labeling. consistent with a up to date letter made public with the aid of the agency, Hampton Creek’s advertising and marketing is deceptive for a couple of reasons, including the truth that simply Mayo is just not in point of fact mayo as a result of it doesn’t incorporate eggs. And the outstanding image of an egg on its packaging just provides insult to damage.

The FDA explains the confusion brought on by this grave misstep:

The title “simply Mayo” and an image of an egg are prominently featured on the labels for these products. The term “mayo” has long been used and understood as shorthand or slang for mayonnaise. using the time period “mayo” in the product names and the image of an egg could also be misleading to consumers because it should make them believe that the products are the standardized food, mayonnaise, which should incorporate eggs.

The gold standard of actual mayonnaise, Hellmann’s, has been defending its turf in opposition to Hampton Creek for a while. Its guardian company, Unilever, sued Hampton Creek ultimate 12 months for misrepresenting its product, later dropping the swimsuit to let the FDA deal with it.

just Mayo isn’t the primary eggless mayonnaise various to attraction to vegans and health-acutely aware customers, but it is the most brazen. Hampton Creek’s scenario raises the difficulty of how companies that serve up meals alternatives—meat change producer past Meat, as an instance, or these grocery store brands that tout seitan as “chicken”—should consider carefully about tips on how to bundle their products in a technique that is both recognizable and correct. brands like Nayonaise and Vegenaise have skirted the FDA’s ire by means of specializing in the half of of “mayonnaise” that is not standard slang for the food, and by using illustrating their packaging with plant imagery as an alternative of eggs.

If Hampton Creek cannot win its combat against the FDA, it will have to embrace its variations and rename its product something that gets the point throughout in an inviting approach. Our suggestion, for free? “Heyo.”

update: Hampton Creek reached out to fast company with CEO Josh Tetrick’s ideas on the FDA letter and a contemporary conversation with the company:

We had a excellent call with the FDA (August 31, 2015). They get the import of what we’re doing—and why it matters to our food gadget. this is higher than a dialog about mayo, as innovation, especially when it has a positive impact, is important to them. we will take a seat down with them quickly, and are excited to speak with them about our approach. They get it far more than other folks realize.

And we’re solid on conserving our title.

[by means of BuzzFeed]