In the Netherlands, the average consumption of mayonnaise per person is 2.5 liters per year. It’s a continually growing market where, aside from flavor combinations, little innovation has taken place in terms of sustainability. Challenger brand Mayoneur is changing that narrative. The young brand has achieved a world first by opting for a more sustainable alternative to traditional thickeners: citrus fibers from upcycled orange peel. A remarkable innovation in the traditional mayo landscape.
Mayoneur, known for its unique mayo flavors such as sriracha mayo, wasabi mayo, and spicy satay mayo, marks a new era in the mayo industry by transitioning from traditional thickeners to citrus fibers. This innovation signifies a significant milestone in the food industry and contributes to the circular economy. “Since our inception in 2019, our mayo has been plant-based, halal, gluten-free, and lactose-free. We believe that if we can outperform the established norms without compromising on taste, we should. For instance, our original mayo is virtually indistinguishable from traditional mayo, without the use of eggs,” explains Geert Kranendonk (30), co-founder of Mayoneur. The decision to focus entirely on plant-based mayo was intentional, saving the brand approximately 650,000 egg yolks in 2023 alone. A substantial saving for a mayo brand that is still in its early stages. “When we discovered that PeelPioneers’ citrus fibers are an excellent substitute for traditional thickeners, we immediately started testing our recipes to make sustainability strides in that aspect as well,” adds Kranendonk.
PeelPioneers, the producer of Finix citrus fiber, contributes to reducing food waste and maximizing the utilization of resources. “These fibers are produced from the remnants of citrus fruits sourced from for example Jumbo and possess excellent binding and texture properties as well as nutritional benefits, making them ideal for use in sauces,” says Sytze van Stempvoort, co-founder of PeelPioneers. Finix citrus fiber can also be used as a stabilizer and emulsifier in other sauces.
Create a cleaner label with Finix
Despite the challenges involved in the transition, the outcome is unique: higher quality mayo and a significant step towards sustainability. “Traditional thickeners are generally additives. In response to consumer demand for more clean label products, this was a logical step for us, resulting in 40% fewer additives than the average traditional mayo on the shelves,” notes Kranendonk. Maintaining the taste, texture, and creamy mouthfeel posed a challenge for Mayoneur. “We are super proud that, after months of testing, we succeeded,” concludes Kranendonk.
If you’d like to try Mayoneur’s unique mayo flavors, you can find them at retailers such as Jumbo, Albert Heijn, and Plus, as well as online supermarkets like Picnic. All points of sale can be found at www.mayoneur.com.