Condiment brand Hellmann’s has been celebrating Veganuary throughout the month of January on its social media accounts in the United Kingdom. On Instagram, Hellmann’s UK posted various recipes and promotions featuring its Vegan Mayo. The brand touted vegan sandwiches made with its mayonnaise at London-based vegan eatery Biffs Jack Shack and posted several proprietary vegan recipes, including a mushroom-based Philly Cheesesteak. “This ‘cheesy’ mushroom sub is the answer to your Veganuary prayers,” Hellmann’s UK captioned the video recipe. “The perfect movie night snack,” the brand described another recipe for Vegan Popcorn Chicken—made with tofu, breaded in polenta, and served with a spiced vegan mayonnaise dip. After a long legal battle over the usage of the word “mayo” by vegan product Just Mayo that started in 2014, Unilever-owned Hellmann’s developed its own vegan mayonnaise and called it: Carefully Crafted Dressing and Sandwich Spread. In 2016, the vegan-certified spread (which Unilever sells under its “Best Foods” brand in some regions) launched in the United States and Canada before debuting in the UK last year with new “Vegan Mayo” branding.

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