In 1866 he received financing for putting it into use by partnering with fellow Dijon moutardier, Auguste Poupon, birthing Grey-Poupon.

[7] Grey Poupon Dijon and wholegrain mustard are still produced in France for the European markets as well as Canada.

[11] [12] Heublein increased the visibility and name recognition of their mustard brand with a 1981 commercial pointing out that "one can enjoy the finer things of life with white wine mustard without paying high prices", in which a Rolls-Royce pulls up alongside another Rolls-Royce, and a passenger in one asks "Pardon me, would you have any Grey Poupon?"

commercials have been parodied in many films and TV shows, including Wayne's World (1992),[21][22] Married... with Children's "Old Insurance Dodge",[23] WWE SmackDown[24] and Family Guy's "Blue Harvest".

"[26] The Grey Poupon name has appeared frequently in hip-hop and rap lyrics since 1992, when Das EFX mentioned the brand on their song "East Coast".

[27][28] Artists such as MF DOOM,[29] Kanye West, Eminem, Big Sean,[30] Jay-Z, Busta Rhymes,[21] Kendrick Lamar,[31][21] and T-Pain have all referenced Grey Poupon in their song lyrics.

According to rapper Open Mike Eagle, the prevalence of these references is attributable to how convenient it is to create a rhyme with the brand name as well as how strongly the product is associated with class, style, and luxury.

[27] In the movie Homeward Bound II: Lost in San Francisco, a poodle with a French accent calls a dognapper a "fat grey poupon".