Are Millennials Really Killing Mayo? An Investigation

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iStock

If the headlines are to be believed, then Millennials have killed chain restaurants, beer, bars of soap, cereal, diamonds, marriage, marmalade—and now mayonnaise.

Philadelphia Magazine ran a story earlier this week under the headline "How Millennials Killed Mayonnaise," and judging by the reactions, people have some pretty strong opinions about their preferred condiments, and whether or not said condiments are "literally dead," as a Millennial might say.

As evidence of the eggy mixture's untimely demise, the article's author, Sandy Hingston, cited BuzzFeed headlines outlining why mayonnaise is the "devil's condiment" and pointed to her personal experience of having to bring home potato salad and deviled eggs that went untouched at a family cookout.

Hingston went on to write that 20-somethings "would sooner get their news from an actual paper newspaper than ingest mayonnaise."

But does the data support this claim? Business Insider did some digging and discovered that mayonnaise sales are, in fact, down. In the U.S., sales fell 6.7 percent between 2012 and 2018, according to Euromonitor. To sell their products, Hellmann's and Kraft have been forced to lower mayonnaise prices, which fell 0.6 percent from the beginning of 2017 to 2018. And, Millennials tend to get blamed when sales numbers tank in particular industries because, as of 2018, they are the largest generation alive and also account for the most spending power.

According to Hingston, Millennials' distaste for mayo could be because it jiggles, it looks like a gross bodily fluid, and it seems like "a boring white food," as opposed to something more exotic, like aioli (mayonnaise with garlic). Also worth noting, though, is the rising popularity of healthy, vegan diets, as well as the availability of egg-free "mayonnaise" products.

So, while Millennials may have "deeply wounded mayonnaise," according to Business Insider, it probably won't disappear from store shelves anytime soon. Instead, companies are getting creative and releasing new mayonnaise products, like Heinz's new Mayochup (mayonnaise and ketchup) and Real Mayonnaise, made from cage-free eggs, lemon juice, oil, and vinegar. Many supermarkets also sell garlic, herb, hot and spicy, and lime variations.

As to whether Millennials will continue on their killing spree, Jason Dorsey, who researches Millennials at the Center for Generational Kinetics, tells the BBC, "The real issue is not that Millennials are not killing industries or businesses, but businesses aren't adapting." Jeff Fromm, the president of consulting firm FutureCast, agrees: "Millennials are the canary in the coal mine regarding trends. Innovation is going to be required."

[h/t Business Insider]

The Most Popular Christmas Cookie in Each State

Jen Tepp/iStock via Getty Images
Jen Tepp/iStock via Getty Images

While opinions about peppermint bark, reindeer corn, and other Christmas candies are important enough to warrant a map of their own, we all know that the real crown jewel of any kitchen counter during the holidays is an enormous platter of homemade cookies.

In a festive endeavor to guess which type of cookie is most likely to be on your counter this Christmas, General Mills collected search data from BettyCrocker.com, Pillsbury.com, and Tablespoon.com, and created a map that shows which recipes are clicked most often in each state.

Those universally adored Hershey Kiss-topped peanut butter cookies, known on Betty Crocker’s website as Classic Peanut Butter Blossoms, took the top spot in seven states, including Florida, Pennsylvania, California, Kentucky, Nevada, South Carolina, and Wyoming. And people don’t just love peanut butter in blossom form—Easy Peanut Butter Cookie Cups, Peanut Butter-Chocolate Cookies, and 2-Ingredient PB-Chocolate Truffles also made appearances on the list.

general mills christmas cookies map
General Mills

Peanut butter treats are definitely a popular choice among holiday bakers in general, and cookie decorators are likely responsible for the prevalence of plain old sugar cookies across the nation. Sugar Cookie Cutouts, Easy Spritz Cookies, and Easy Italian Christmas Cookies all offer a deliciously blank slate for your artistic aspirations.

Apart from peanut butter- and plain sugar-based desserts, the rest of the results were pretty scattered. Iowa most often opts for the figure eight-shaped Swedish Kringla, while Michigan loves a good jam-filled Polish Kolaczki. Surprisingly, Hawaii was the only state to choose gingerbread cookies as their seasonal favorite.

If you’re thinking classic chocolate chip cookies are suspiciously absent from this map altogether, you have great dessert-related detective skills: General Mills decided to omit them from the study, since they’re Betty Crocker’s most-searched cookie recipe all year long, and they would’ve dominated in a staggering 22 states.

Whether you’re looking for a new show-stopping cookie recipe or just wondering how your long-standing family traditions compare to others’, you can read more on the study—and see all the recipes in full—here.

[h/t General Mills]

Why Do Fruitcakes Last So Long?

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iStock

Fruitcake is a shelf-stable food unlike any other. One Ohio family has kept the same fruitcake uneaten (except for periodic taste tests) since it was baked in 1878. In Antarctica, a century-old fruitcake discovered in artifacts left by explorer Robert Falcon Scott’s 1910 expedition remains “almost edible,” according to the researchers who found it. So what is it that makes fruitcake so freakishly hardy?

It comes down to the ingredients. Fruitcake is notoriously dense. Unlike almost any other cake, it’s packed chock-full of already-preserved foods, like dried and candied nuts and fruit. All those dry ingredients don’t give microorganisms enough moisture to reproduce, as Ben Chapman, a food safety specialist at North Carolina State University, explained in 2014. That keeps bacteria from developing on the cake.

Oh, and the booze helps. A good fruitcake involves plenty of alcohol to help it stay shelf-stable for years on end. Immediately after a fruitcake cools, most bakers will wrap it in a cheesecloth soaked in liquor and store it in an airtight container. This keeps mold and yeast from developing on the surface. It also keeps the cake deliciously moist.

In fact, fruitcakes aren’t just capable of surviving unspoiled for months on end; some people contend they’re better that way. Fruitcake fans swear by the aging process, letting their cakes sit for months or even years at a stretch. Like what happens to a wine with age, this allows the tannins in the fruit to mellow, according to the Wisconsin bakery Swiss Colony, which has been selling fruitcakes since the 1960s. As it ages, it becomes even more flavorful, bringing out complex notes that a young fruitcake (or wine) lacks.

If you want your fruitcake to age gracefully, you’ll have to give it a little more hooch every once in a while. If you’re keeping it on the counter in advance of a holiday feast a few weeks away, the King Arthur Flour Company recommends unwrapping it and brushing it with whatever alcohol you’ve chosen (brandy and rum are popular choices) every few days. This is called “feeding” the cake, and should happen every week or so.

The aging process is built into our traditions around fruitcakes. In Great Britain, one wedding tradition calls for the bride and groom to save the top tier of a three-tier fruitcake to eat until the christening of the couple’s first child—presumably at least a year later, if not more.

Though true fruitcake aficionados argue over exactly how long you should be marinating your fruitcake in the fridge, The Spruce says that “it's generally recommended that soaked fruitcake should be consumed within two years.” Which isn't to say that the cake couldn’t last longer, as our century-old Antarctic fruitcake proves. Honestly, it would probably taste OK if you let it sit in brandy for a few days.

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