Ayoh, the mayonnaise startup launched last year by cookbook author and recipe developer Molly Baz, has raised 4.5 million dollars in seed funding and secured its first nationwide retail deal. The round was led by Imaginary Ventures, with participation from Lerer Hippeau, Simple Food Ventures, Habitat Partners, and Great Circle Ventures.
Just six weeks after the December close, Ayoh confirmed its products will be placed in all 509 Whole Foods Market stores beginning in July, along with a Whole Foods–exclusive flavor to be announced near launch. The rollout will lift Ayoh’s retail footprint to more than 725 outlets, signaling a rapid shift from direct-to-consumer newcomer to national brand.
Since debuting online in November 2024, the company has sold more than 170,000 bottles across four core varieties—Original, Dill Pickle, Tangy Dijonayo, and Hot Giardinayo—and attracted over 22,000 online customers. Its mayos are also stocked by hundreds of independent retailers in 40 states, with particularly strong velocities at Foxtrot Market.
Chief executive and co-founder David McCormick called Whole Foods “a dream partner,” noting he began his consumer-goods career at the grocer. The fresh capital will fund expanded production, new flavors, and an extended national “Sandwich Tour” that partners with well-known sandwich shops on limited-time menu items. Recent tour stops have included Regina’s Grocery in New York, Salumi in Seattle, and Kismet Rotisserie in Los Angeles.