[16] In October 2014, Just Mayo was available in at least six grocery store chains in the United States, including Whole Foods, Kroger, Safeway, ShopRite, Target and Costco.
Hampton Creek CEO Josh Tetrick denied any wrongdoing, believing that Unilever's lawsuit was meant to solely hinder competition.
[15][23] Unilever ultimately dropped the lawsuit so Hampton Creek could work with "industry groups and appropriate regulatory authorities" on resolving its labelling, while also complimenting the company for its "commitment to innovation and its inspired corporate purpose.
"[24] In August 2015, the FDA sent Hampton Creek a formal warning that Just Mayo's labeling was misleading due to the product not meeting the standards for "mayonnaise", and because of wording on the packaging and promotional materials that contained an "implied health claim that these products can reduce the risk of heart disease due to the absence of cholesterol," which cannot be included as it contains too much fat to be promoted with such statements.
"[25][26] In October 2016, it was reported that the American Egg Board and its affiliates "launched a secret two-year war against the vegan mayonnaise competitor", spending at least $59,500 to counter publicity about Just Mayo's products.