MOLLY BAZ ON MAYO AND SANDWICHES🥪
WARNING: THIS WILL MAKE YOU HUNGRY
While we may be known for covering BRANDS and THINGS, we love highlighting cool PEOPLE - founders, creatives, creators, you name it. If you follow us on Instagram, you might have noticed someone we’ve been featuring a lot lately: Molly Baz. Interestingly, our coverage of Molly hasn't focused on her cooking career, but on a different aspect of her life: her identity as a new mother.
It all began when Swehl, a breastfeeding essentials brand, featured Molly in a Times Square campaign with the tagline, “Just add milk.” Long story short, Clear Channel, the billboard company, removed the ad, claiming it was “indecent,” which sparked a lot of media attention (and for good reason). Seed stepped in, bought the placement, and put it back up. Fast forward to a few weeks ago, and Bobbie had Molly and her baby star in their latest campaign, also on a Times Square billboard, with the line, “Everybody’s gotta eat.”
We mention this not to provide context on Molly - she definitely doesn’t need that - but to highlight how these projects have propelled her to become a symbol of modern womanhood through her willingness to push boundaries, inspire body positivity, and embrace all aspects of femininity. It’s with this same bold and unapologetic spirit that Molly has announced her newest venture, a CPG brand called Ayoh, that is shaking up a rather controversial category: mayonnaise:
Ayoh is a mayonnaise brand on a mission to “end boring sandwiches with easy-to-use, fully-loaded flavors.” It’s launching with four original flavors developed by Molly - Original Mayo, Dill Pickle Mayo, Tangy Dijonayo, and Hot Giardinayo - each in a 12-ounce squeezable bottle (just like at the deli) to inspire five-star sandwiches and culinary exploration at home. All products will initially be available direct-to-consumer, with major retailers to follow soon.
We’re so excited to share that we had the chance to speak with Molly about this new venture - from her love of mayonnaise and sandwiches to her plans to work with restaurants, her vision beyond mayo, and more. It was an absolute delight, a true pinch-us moment! Without further ado, here’s our conversation with Molly (fair warning: you’ll be craving a sandwich after reading this).
LET’S TALK MAYONNAISE. AND SANDWICHES
The timing for this launch couldn’t be better, given that mayonnaise and sandwiches are having a huge cultural moment. In some ways, mayo’s recent popularity can be attributed to Hellmann’s efforts to invest in partnerships that position the brand as cool and culturally relevant rather than…well, icky.
This past August, they teamed up with Tennessee Titans quarterback Will Levis to launch “Will Levis No. 8,” a fragrance with notes of tart lemon, coffee, musk, vanilla, and a unique “mayonnaise accord” that references the smell of Hellmann’s signature product. Fast forward to September during London Fashion Week, and they partnered with Chopova Lowena on their Chuckaboo SS25 collection, featuring a handbag designed to hold a jar of Hellmann’s mayonnaise. You get the point.
In a different yet similar way, sandwiches seem to be the “it” food of the moment. Sandwich content on social media goes viral, from Benny Blanco’s “I might go vegetarian” video to the Grinder sandwich TikTok craze. Also, if you live in LA or NYC, you’ve definitely noticed how the lines for sandwiches have exploded, whether it’s for Courage Bagels, Brown Bag Co., or Milano Market, as a few examples.
Part of the appeal, of course, lies in the unique flavor combinations being served, but there’s also the exclusivity and FOMO of seeing people standing in line for hours just to get their hands on a sandwich. We asked Molly about these two trends, specifically why mayonnaise is having a moment, and how she balances this idea of exclusivity with a deeper commitment to building an accessible brand:
PEOPLE BRANDS AND THINGS: Mayo is controversial, but it's having a huge moment right now with collabs like Hellmann’s recent bag and perfume. Why do you think this is the case?
Molly Baz: Mayo is absolutely controversial, most people either love or hate it. I, of course, feel that it’s key to every sandwich and some of my favorite dressings (helloooo cae sal). But while I was working on my sandwich-focused podcast Sandwich Universe over the pandemic, I realized there was a whitespace in the market for the product. The category felt tired and untouched. There are dozens of straight-up mayo brands on the shelves, but when it comes to flavored mayos, the options are pretty limited. That seems crazy to me! It’s the perfect canvas for flavor – fat carries flavor – and yet the flavored mayo market remains relatively small. Mayo is iconic, and heritage, it holds a ton of cultural weight – much like ketchup, so that makes it a natural product for further collaboration outside of food.
PBT: Ease and accessibility seem to be key to this product - making it simpler to create quality sandwiches at home, especially with the growing challenges of getting them elsewhere (long lines, exclusivity, etc.). Why is this important to you, and how does this belief connect to your other projects?
MB: My main mission and goal when working on projects in the “Molly Baz Biz World” is to either a) feed people directly, or b) teach them how to feed themselves. I want everyone to feel set up for success when it comes to eating, whether they’re making a roast chicken, a simple sandwich, or breastfeeding their newborn – everybody’s gotta eat, so it might as well be delicious. Ayoh is one of many ways I am able to help bridge the gap – my cookbooks, YouTube content, and brand partnerships also help fuel that mission.
A BRIEF DEEP DIVE INTO AYOH’S BRANDING
For all you design nerds like us, we had to take a quick intermission from this interview to provide a behind-the-scenes look at their branding, unpacking the reasons behind certain design decisions and what they all mean. The TLDR:
Logo and Type: Drawing inspiration from diner and deli signage across the country, the logo pays tribute to the art-deco script styles found on these iconic marquees. It introduces a modern twist with rounded, gloopy details, while the sauce drip in the ‘o’ subtly nods to the brand’s saucy essence.
Packaging: The sleek, cylindrical tube design evokes the feel of a bustling sandwich deli, making it easy to grab, clean, and reuse while adding a burst of flavor to any dish. Ayoh’s “big-nozzle business” allows for the perfect application of chunky mayo in luscious, oozy ribbons. This format promotes versatility - embracing Ayoh’s ethos of Pass it! Squeeze it! Spread it! Dip it!
SANDWICH TOURS AND SANDWICH CONTENT
When it comes to creator or celebrity brands, many seem to come out of nowhere, often having little to no connection with the founder. However, Ayoh is an example of how to do these kinds of brands well, with Molly launching a brand that is genuinely organic and authentically aligned with her passion for cooking, sandwiches, and mayo.
If you follow Molly, you know that she and sandwiches go WAY back. In both her cookbooks, Cook This Book and More is More, she has developed dozens of sandwich recipes, traveled coast to coast in search of the best sandwich, and channeled these insights into her podcast, Sandwich Universe, a mid-pandemic project exploring American sandwich culture.
With this launch, she’s taking her obsession one step further by amplifying it with a Sandwich Tour, featuring special drops in major markets. She’s kicking this off at Edith’s in Brooklyn, followed by Regna’s in New York City, JT’s Genuine and Loaf Lounge in Chicago, and more. Naturally, we had to ask Molly all about this and her plans for amplification on social media, specifically regarding the video content she’s known for from her Bon Appétit days. Here’s what she shared:
PBT: Tell us more about the Sandwich Tour - why promote Ayoh with restaurant partnerships? Any plans to sell directly to restaurants, or will you focus on consumers and retail?
MB: I ate at a lot of great sandwich shops and restaurants throughout the pandemic and while building Ayoh. Nothing hypes me up like a truly superlative sandwich. Since I get a ton of inspo from my favorite spots, bringing Ayoh to their countertops felt like an obvious way of introducing it to the world.
To the Sandwich Tour – the idea came from being closely connected to the music industry. My manager and business partner in Ayoh works with a ton of musicians and artists, many of which have become friends of mine. He is constantly on the road with them, traveling around on tour. Which got me thinking, if a coveted musician can go on tour, why can’t a coveted condiment? We wanted to replicate a similar concept and send Ayoh on tour by showcasing it on delicious sandwiches at our favorite sandwich shops around the country. Each partner will create a special menu item featuring the Ayoh flavor of their choice for a limited run (or who knows… maybe they will become permanent!). A few sneak peek stops are: Edith's (Brooklyn) followed by Regina's (NYC), Wax Paper + Clark Street Bakery (LA), JT's Genuine + Loaf Lounge (Chicago), and many more. Ultimately, the goal is to create community around Ayoh to be more than just a mayo brand, but an opportunity to hang/connect.
We definitely plan to sell directly to sandwich shops and restaurants (and the sandwich tour may spark some of that), but are focusing on DTC and retail at launch.
PBT: How do you plan to incorporate the educational (and entertaining) video content you're known for in promoting this product? Can we expect a sandwich-focused book in the future?
MB: Ayoh is something that I’m already using on a day-to-day basis. It was created because I started making my own zhuzhed-up mayo at home whenever I made sandwiches. It started with my somewhat genius idea (if I do say so myself) to stir Chicago-style giardiniera into mayonnaise and slather it on a hoagie. That blew my mind and got me thinking, so I played around with other flavor profiles, landing us at the 4 SKUs we now have in market. My content will stay the same – I’ll show people the way with Ayoh, by making all sorts of delicious sandos in short form content, but especially surrounding educating people about the less obvious Ayoh applications (stirred into canned tuna or hard-boiled eggs for the best ever tuna or egg salad, thinned out with vinegar to make a quicky flavor-packed dressing, etc.)
As for a sandwich-focused book… only time will tell! I’m currently working on a third book that is not strictly sandwich-related, though I am sure some sandwich content will make its way in.
THE FUTURE BEYOND MAYO. AND SANDWICHES
Speaking of the future, we had to ask Molly about her plans for Ayoh. Will she focus entirely on mayo long-term or expand into other condiments? This question feels particularly relevant in today's landscape, where many brands - especially those in the food and beverage industry - launch with a single product, often aiming to evolve into something bigger, beyond their original category. With all her ventures, Molly appears to take a different yet equally powerful approach by diving deep into specific categories, with Drink This Wine serving as a prime example. Here’s what she said:
PBT: Do you see Ayoh as primarily a mayo brand, or do you plan to expand into other condiments? Similarly, will you focus on sandwiches exclusively, or explore other foods as well?
MB: Ayoh is definitely a mayo brand first and foremost, but it’s also a very adaptable condiment that can be transformed into a number of other dips, creamy salad dressings, and so much more. Right now, we’re super focused on sandwiches as they feel like a great gateway for people who might not necessarily want to follow a lengthy recipe, buy a bunch of ingredients, etc. With Ayoh, all you need is some bread, veggies, and protein to execute a homemade sando that actually tastes like it was made by an expert.
Saying we’re excited about the content that will come from this launch is an understatement. We live for a Molly Baz recipe video on YouTube and obsess over her cookbooks - every page is gorgeous, you truly can’t look away. As for her in-person events, we’ll be covering it all on our Instagram and Substack, as always. With that, we’d like to say a huge thank you to Molly for taking the time to chat with us. We’re excited to see what the future holds for her with this new venture and beyond. Now, time to find us a sandwich.
Want to submit a pitch? Email (or DM) us: peoplebrandsandthings@gmail.com