Tennessee Titans quarterback Will Levis has taken his partnership with Hellmann's Mayonnaise to new olfactory heights, according to a report from Fox News. The condiment company has unveiled a fragrance inspired by Levis, aptly named "Will Levis No. 8, Parfum de Mayonnaise."

In a 40-second advertisement reminiscent of traditional cologne commercials, Levis is seen posing with a jar of Hellmann's while whispering, "They try to define you, but you are the ingredient to your own success. Lucious, eggy – smell like greatness."

The fragrance, which became available in August, sold out within hours of its release. Priced at $8 per bottle, a nod to Levis' jersey number, the scent is described as containing "notes of tart lemon, mayonnaise accord, coffee, musk and vanilla." Hellmann's has announced plans to restock the product.

This unusual collaboration stems from Levis' revelation during his college days that he enjoyed adding mayonnaise to his coffee. The quarterback explained the origin of this peculiar taste preference to NFL social media, recounting an incident with his girlfriend at a breakfast before a game.

"It was a Friday before a game, me and my girlfriend were at breakfast, we got our coffees and there was no cream, no sugar on the table, just a bottle of mayo," Levis said. "She made the kind of funny joke 'Do you think people are supposed to put this in their coffee?' And I was like, 'Maybe, let's try it out.'"

Despite downplaying his love for mayo in coffee during his introductory press conference with the Titans after the 2023 NFL Draft, Hellmann's capitalized on the quirky revelation. The brand signed Levis to a lifetime deal in August 2023 and later introduced a "mayo mocha" coffee drink at a Nashville coffee shop in November.

As Levis prepares for his second NFL season as the Titans' starting quarterback, he faces new challenges and opportunities. The team has undergone significant changes, including the hiring of former Cincinnati Bengals offensive coordinator Brian Callahan as head coach, replacing the defensive-minded Mike Vrabel.

The Titans have also made substantial investments in their offense during the offseason. They added wide receivers Calvin Ridley and Tyler Boyd, along with running back Tony Pollard, in free agency. Additionally, they selected Alabama offensive tackle JC Latham with the seventh overall pick in the draft to bolster their offensive line.

Levis expressed appreciation for the team's offseason moves in an interview with CBS Sports. "It gives me a sense of confidence that they trust me, for them to invest the money in specifically my side of the ball," he said. "It's cool to see the weapons and the capability that we have as an offense, and we've been able to show throughout training camp that they've made the right decisions in that way."

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Israeli foodtech company ChickP Ltd.'s chickpea isolate can replace eggs in mayonnaise, the company announced Tuesday.

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The Rehovot-based startup has teamed with select food companies to help formulate egg-free recipes, including a creamy mayonnaise substitute and salad dressings, which it describes as having the flavor, appearance, and functionality of counterparts with real egg.

The chickpea's ability to function like eggs has been gaining traction among the global vegan and egg allergic communities for years. Following a turning point revelation by vegan foodie Goose Wohlt in 2014, many have been fervently embracing the practice of using aquafaba – the starchy liquid from tinned beans – to whip up creams for meringues, macaroons, mousses, and savory delicacies as well as mayonnaise, creamy dressings, and cheese substitutes.

ChickP reports that the pilots of its chickpea isolate substitute that one formulation is now going into large-scale pilot production, and that producers of plant-based foods are turning to the ChickP isolate as a clean-label emulsifier.

"The discovery of the chickpea aquafaba effect has been a culinary game-changer for many vegans," noted ChickP CEO Ron Klein.

"The downside is that it still doesn't present a viable egg substitute in nutritional terms, as it contains only a fraction of the protein of an egg. We took the aquafaba concept a leap further and derived that same desired effect from the body of the nutrient dense chickpea isolate," Klein added.

"ChickP isolate presents a highly nutritious clean-label, plant-based solution to replicating the role of the egg yolk in mayonnaise formulations," says Itay Dana, vice president of Sales and Business Development for ChickP.

"Our isolate demonstrates superior foaming capabilities due to its high solubility and smooth texture and possesses minimal off-notes. This allows us to tailor mayo recipes to the customers' desired requirements and produce a truly creamy product that is visually and organoleptically appealing, without the use of synthetic thickening, texturizing, or masking agents."

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