LOS ANGELES — Six months since launching direct-to-consumer in November 2024, Ayoh Foods has raised $4.5 million in a seed round, which was led by Imaginary Ventures, and also has expanded its presence into retail. The startup secured its mayonnaise line a nationwide launch in Whole Foods Market six weeks after closing the seed round in December 2024. The round also had participation from Lerer Hippeau, Simple Food Ventures, Habitat Partners and Great Circle Ventures.
With the Whole Foods nationwide launch, which begins in July, the startup is now in 725 retail doors, according to the company.
Ayoh also has expanded its line to include a new flavor: miso mayo. The startup described miso mayo as a “funky, umami-packed blend of fermented white miso, toasted sesame with a touch of brown sugar.”
Miso mayo joins the startup’s core flavors of dill pickle mayo, hot giardinayo, tangy dijonayo and original mayo.
The miso mayo will roll out as a Whole Foods exclusive stock-keeping unit (SKU) in July and will be available through September, according to the company.
“Partnering with Imaginary to enable innovation and more reach has been a transformative step for Ayoh,” said David McCormick, co-founder and chief executive officer of Ayoh. “We can’t wait to show customers the fun, new flavors Molly has up her sleeve. As for Whole Foods, they are a dream partner that hits deep for me. I owe much of my success in CPG (consumer packaged goods) to the start I got there early in my career, and now to see Ayoh on its shelves — a true full circle moment.”Enjoying this content? Learn about more disruptive startups on the Food Entrepreneur page.
