Molly Baz’s Ayoh Secures $4.5 Million to Ramp Up Distribution, Announces ‘Dream’ Retail Partnership

Ayoh, the modern mayo brand created by cookbook author and food writer Molly Baz, announced today the closing of a $4.5 million funding round led by Imaginary Ventures, with participation from Lerer Hippeau, Simple Food Ventures, Habitat Partners and Great Circle Ventures.

The digitally native brand will use the capital infusion to expand its brick-and-mortar distribution footprint, starting with a partnership with Whole Foods Market. Ayoh is slated to roll out to 509 Whole Foods locations in July, marking its first national retail agreement and punctuating its growing appeal.

The expansion will bring Ayoh’s total retail presence to over 725 doors across the U.S., including placements in independents like Windie’s in Rhode Island and The Wise Ox Butcher & Eatery in California. Additionally, the brand touts “standout” velocities in Foxtrot Market.

The distribution deal with Whole Foods Market signals Ayoh’s transition from “a breakout DTC brand with specialty retail success to a mass-market player in the condiment aisle,” per today’s announcement.

“Partnering with Imaginary to enable innovation and more reach has been a transformative step for Ayoh. We can’t wait to show our customers the fun new flavors Molly has up her sleeve. As for Whole Foods, they are a dream partner that hits deep,” said David McCormick, co-founder and CEO of Ayoh, in a statement.

Launched direct-to-consumer in November, Ayoh produces a 4-SKU line of boldly flavored mayos packaged in convenient squeeze bottles, including Original, Dill Pickle, Tangy Dijonayo and Hot Giardinayo varieties. Since launch, the brand has sold over 170,000 bottles and attracted more than 22,000 online shoppers.

The global condiment, sauce and dressing category is red hot. It was valued at $165.81 billion in 2023 and is projected to reach $237.54 billion by 2030, according to market researcher Grand View Research. As the space becomes increasingly crowded (including actor Glen Powell’s recently launched Smash Kitchen), entrants must employ unique practices to attract consumers.

To gain awareness and drive consumer trial, Ayoh has hit the road for a national Sandwich Tour, partnering with twelve sandwich shops to create custom menu specials cross-country. Recent stops include Regina’s Grocery in New York City, Salumi in Seattle and Kismet Rotisserie in Los Angeles.

Armed with the fresh funding from Imaginary, the brand plans to extend the tour, adding more stops, executing longer runs at partner shops, and creating “deeper integrations” in the months ahead, per today’s announcement.