Condiments are having their main character moment. As home cooks chase bolder, restaurant-level flavor, the once-forgotten mayo aisle is being rewritten — not by legacy brands, but by personalities with actual taste. That’s the cultural tailwind behind Ayoh, the maximalist, flavor-first mayo line from Molly Baz, cookbook author, content queen, and internet darling turned CPG disruptor.
If you’ve ever watched Molly’s videos — equal parts culinary flex and chaotic-good charm — you already know her POV: big flavor, zero food snobbery. Ayoh bottles that energy. The squeeze bottles are unapologetically punchy (Miso Mayo, Dill Pickle, Tangy Dijonayo, Hot Giardinayo), packed with chopped ingredients like mustard seeds and Calabrian chilies. The kind of mayo that doesn’t just accompany the sandwich — it defines it.
And now, it’s scaling. Ayoh’s first big retail move is a full-on national launch at Whole Foods this July, landing in all 509 stores less than a year after its DTC debut. That’s not just shelf space — it’s a shift. A signal that creator-led brands with real cultural gravity can jump the DTC-to-grocery chasm without diluting their DNA.
Fueling that momentum? A Sandwich Tour that’s more culinary roadshow than product push, with collabs at indie sandwich spots like Regina’s Grocery and Kismet Rotisserie. This is how you build a condiment with cult status — not ads, but IRL flavor fandom.
More than a product launch, Ayoh marks a moment where condiments become canvases. The fridge door is now a brandscape — and even mayo gets to be cool.
