Cracking the Egg Industry: Hampton Creek Tries a Vegan Take on Classic Mayo

How did California start-up Hampton Creek's "Just Mayo" utilize new technology and destabilize the traditional mayonnaise brand Hellmann's---a market dominant product by Unilever? The effect of the millennial generation's tastes i.e. vegan and vegetarian food products which gave Hampton Creek a strategic advantage which entering a competitive (undisturbed) industry.

How did Hampton Creek's Josh Tetrick utilize creativity and ingenuity to develop/brand this sustainable food product?

What market dynamics gave Hampton Creek a strategic advantage for entering the mayonnaise industry?Analyze this perspective through walking through a Threat vs. Opportunity assessment.