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Cracking the Egg Industry: Hampton Creek Tries a Vegan Take on Classic Mayo
內容大綱
In 2013, Hampton Creek entered the mayonnaise marketplace with the world's first plant-based, vegan mayonnaise "Just Mayo". The creation of an egg-free version of mayonnaise had the potential to upset the market, especially for Unilever's Hellmann's brand. The case provides an overview of Unilever's role in the mayonnaise market, highlighting its commitment to innovation and sustainability, as well as its analysis of Hampton Creek as both an opportunity and a threat. Students are asked to examine this complex problem with Unilever and grapple with the tension between encouraging innovation and progress, while protecting a key source of revenue from a new market entrant.