Before moving to South Carolina from Ohio, I had only ever used Hellman's Mayonnaise. When I moved, I found that Duke's was the brand of choice down here. One bite and I was sold! While Hellman's is good, it doesn't hold a candle to Duke's. I don't know what it is, but the flavor, texture, everything about it is awesome. If you have a choice to make, choose Duke's for sure!