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It is a classic David and Goliath fight.

Food giant Unilever has launched a lawsuit against San Francisco firm Hampton Creek, claiming it is misleading consumers by selling its plant based product, called Just Mayo, as mayonnaise.

Hampton Creek boss Josh Tetrick told MailOnline the action is 'bullying', and believes it could help the firm by drawing publicity to its product.

Hampton Creek sells a range of its eglees product, called Just Mayo, in supermarkets across the Us, and is carried by Costco and Whole Foods among others.

'This is just bullying, but it could be a very positive thing for us,' he said.

'This is just antiquated horse and buggy mindsets, this just isn't applicable -it's silly.

The complaint accuses Hampton creek of false advertising. 

'This is a civil action for false advertising and unfair competition under federal and state law,' the suit, filed in New Jersey, says.

'Hampton Creek sells a sandwich spread named Just Mayo in direct competition with Unilever's Best Foods and Hellmann's brands of mayonnaise.

'Despite its name, Just Mayo does not contain just mayonnaise. 

'In fact, it is not mayonnaise at all. 

'Rather, it is a plant-based vegan alternative to real mayonnaise.'

Unilever did not respond to a request from Mailonline. 

Tetrick's idea was to find a mix of easy-to-grow plants that, when mixed together in the right way, replicate the taste, nutritional values and cooking properties of an egg.

Hampton Creek CEO Josh Tetrick, seen here with Martha Stewart, said the lawsuit was 'bullying'

This, he believes will allow the firm to produce its substitute for mass market foods - and to allow developing worlds to grow their own versions with added nutrients. 

According to the filing, Just Mayo has already harmed sales of 'real' mayonnaise.

'Hampton Creek's literally-false name and its unsubstantiated superiority claims have already caused consumer deception and serious, irreparable harm to Unilever and to the product category the industry has taken great care to define in a way consistent.'

Tetrick says he hopes the issue will draw people to the debate over sustainability, and comes as Unilever embarks on a US ad campaign to brand itself as a sustainable firm.

'I'd be surprised if the CEO knows about it - and that he won't contact someone when he hears,' said Tetrick.

'From a legal perspective, this is why we use mayo - we got lots of legal advice so we feel we are on the right side of this.' 

'Just like Uber and airbnb, we are dealing with these issues. We think how we feed people is even more important.

'This whole system needs to be reinvented.'