Uses of Mayonnaise
Chile is the world’s third major per capita consumer of mayonnaise and first in Latin America. Since mayonnaise became widely accessible in the 1980s Chileans have used it on locos, completos, French fries, and on boiled chopped potatoes, a salad commonly known as Papas Mayo.
In European countries, especially Belgium and the Netherlands, mayonnaise is often served with pommes frites, French fries, or chips. It is also served with cold chicken or hard-boiled eggs in France, Poland, the UK, Benelux, Hungary, Austria, the Baltic States and Eastern Europe.
Within Europe there are variations in the composition of products placed on the market as “Mayonnaise”. In some countries legal provisions for the compositional standards are existing, only some of which are based on this Code of Practice.
Commercial mayonnaise sold in jars originated in Philadelphia in 1907 when Amelia Schlorer decided to start selling her own mayonnaise recipe originally used in salads sold in the family grocery store. Mrs. Schlorer’s Mayonnaise was an instant success with local customers and eventually grew into the Schlorer Delicatessen Company. Around the same time in New York City, a family from Vetschau, Germany, at Richard Hellmann’s delicatessen on Columbus Avenue, featured his wife’s homemade recipe in salads sold in their deli. The condiment quickly became so popular that Hellmann began selling it in “wooden boats” that were used for weighing butter. In 1912, Mrs. Hellmann’s mayonnaise was mass marketed and later was trademarked in 1926 as Hellmann’s Blue Ribbon Mayonnaise.
At about the same time that Mrs. Schlorer’s and Hellmann’s Mayonnaise were thriving on the East Coast of the United States, a California company, Best Foods, introduced their own mayonnaise, which turned out to be very popular in the western United States. In 1932, Best Foods bought the Hellmann’s brand. By then, both the mayonnaise had such commanding market shares in their own half of the country that it was decided that both brands be preserved. The company is now owned by Unilever.
In the Southeastern part of the United States, Mrs. Eugenia Duke of Greenville, South Carolina, founded the Duke Sandwich Company in 1917 to sell sandwiches to soldiers training at nearby Fort Sevier. Her homemade mayonnaise became so popular that her company began to focus exclusively on producing and selling the mayonnaise, eventually selling out to the C. F. Sauer Company of Richmond, Virginia, in 1929. Duke’s Mayonnaise remains a popular brand of mayonnaise in the Southeast, although it is not generally available in other markets.
In addition to an almost ubiquitous presence in American sandwiches, mayonnaise forms the basis of northern Alabama’s signature White Barbecue Sauce. It is also used to add stability to American-style butter cream and occasionally in cakes as well.
Japanese mayonnaise is typically made with apple cider vinegar or rice vinegar and a small amount of MSG, which gives it a different flavour from mayonnaise made from distilled vinegar. It is most often sold in soft plastic squeeze bottles. Its texture is thinner than most Western commercial mayonnaise. A variety containing Karashi (Japanese mustard) is also common.
Apart from salads, it is popular with dishes such as okonomiyaki, takoyaki and yakisoba and may also accompany katsu and karaage. It is sometimes served with cooked vegetables, dabbed on sushi or mixed with soy sauce, hot/spicy chilli oil or wasabi and used as dips. In the To-kai region, it is a frequent condiment on hiyashi chu-ka (cold noodle salad). Many fried seafood dishes are served with a side of mayonnaise for dipping. It is also common in Japan to use mayonnaise on pizza. Mayonnaise is also often used for cooking where it can replace butter or oil when frying vegetables or meat.
Kewpie (Q.P.) is the most popular brand of Japanese mayonnaise, advertised with a Kewpie doll logo. It is made with egg yolks instead of whole eggs, and the vinegar is a proprietary blend containing apple and malt vinegars.
Mayonnaise is very popular in Russia where it is made with sunflower seed oil which gives it a very distinctive flavour. A 2004 study showed that Russia is the only market in Europe where mayonnaise is sold more than ketchup by volume. It is used as a sauce in the most popular salads in Russia such as Russian Salad and Dressed Herring and also many others. Leading brands are Calve (marketed by Unilever) and Sloboda (marketed by Efko).
Furthermore, in many Eastern European countries (Russia, Ukraine, Belarus, etc.), one can find different commercial flavours of mayonnaise, such as olive, quail-egg, and lemon.
There is no direct translation for the word “mayonnaise” in China. Although readily available in most super-markets, the English label will show the word mayonnaise, but the Chinese label translates as “Thick Yolk Condiment” or “Egg Yolk Sauce” or a variation of that. It is often flavoured.