In the annals of ill-conceived public relations campaigns, the egg industry's war on Just Mayo deserves at least a mention.
Just Mayo is a product that looks like mayonnaise, tastes like mayonnaise and yet contains no eggs. The company behind it, Hampton Creek, has been getting lots of attention.
Josh Tetrick, the company's founder, has big ambitions. "If we're successful, there are a lot of [food] industries out there that are going to have to adjust," says Tetrick.