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Baconnaise is a bacon-flavored, mayonnaise-based food spread that is ovo vegetarian and kashrut certified. It was created by Justin Esch and Dave Lefkow, founders of J&D's Foods, in November 2008, and sold 40,000 jars within six months. It was Test market in Grand Forks, North Dakota, to determine consumer interest. After being featured on both The Daily Show and The Oprah Winfrey Show, sales of Baconnaise increased significantly, with more than a million jars sold.
Baconnaise has been featured on The Daily Show with Jon Stewart several times as a repeat joke. In 2009, Jon Stewart used it in a skit that drew negative attention from Seattle Post-Intelligencers Leslie Kelly. Stewart commented, "Baconnaise, for people who want to get heart disease but, you know, too lazy to actually make bacon." In 2010, Jon Stewart again lampooned Baconnaise with a fake clip of the billboard in Times Square that drew a response from J&D's Foods. According to J&D's Foods, a plan to run an actual billboard ad was made, but it was declined by Comedy Central. Using it as a prop in a later episode, Stewart referred to Baconnaise as "capitalism's greatest triumph".
Baconnaise was discussed on The Oprah Winfrey Show on April 24, 2009, when Esch and Lefkow were interviewed by Oprah Winfrey via Skype. After her guests and she ate sandwiches that used the product, she commented, "Vegetarian and kosher! Thanks Justin and Dave! Get your own Baconnaise!" After her endorsement, the traffic on the company website and telephones overwhelmed its systems. Lefkow stated that a year after the show aired over a million jars of Baconnaise were sold.
Baconnaise contains no bacon, artificial flavors, or MSG, but the actual process and ingredients in the product are a trade secret. A complete list of the ingredients includes: soybean oil, water, egg yolk, gluconic acid, yeast extract, stabilizer (microcrystalline cellulose, modified food starch, xanthan gum, guar gum, gum arabic), cultured dextrose, salt, sugar, dehydrated garlic, paprika, dehydrated onion, spice, natural smoke flavor, natural flavors, tocopherols, calcium disodium EDTA, and autolyzed yeast extract.
J&D's Foods also released a light version of Baconnaise. Marketed as Baconnaise Lite, it contains 30 Cal per serving and less fat than the original Baconnaise. Baconnaise is sold in 15-oz (443-ml) plastic jars. In 2018 Baconnaise packaging was changed into a 15 Ounce squeeze bottle. The brand, J&D's remains the same however it is now owned by L and L Specialty Foods.
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