A Florida consumer has filed a proposed class action against Hampton Creek, maker of vegan spread “Just Mayo,” in Florida state court alleging that the product is falsely labeled and advertised because it does not contain eggs. Davis v. Hampton Creek Inc., No. 2015-5993-CA (Fla. 11th Jud. Cir. Ct., filed March 13, 2015).
The complaint cites definitions of “just” and “mayo” to argue that the product name fools reasonable consumers into believing that it is mayonnaise despite containing no eggs. The plaintiff further points to the label, which includes an egg-shaped outline, and to the website, which previously advertised the product as “an outrageously delicious mayonnaise that’s better for your body, for your wallet, and for the planet.” She alleges a violation of Florida’s consumer-protection statute and unjust enrichment and seeks class certification, damages, restitution, an injunction, and attorney’s fees.
Unilever, producer of Hellmann’s mayonnaise, challenged Hampton Creek’s “Just Mayo” labeling and voluntarily dismissed the case in December 2014. Additional details appear in Issue 549 of this Update.