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The U.S. rights to the brand were acquired by the Heublein Company, later passing on to Kraft Foods. Grey Poupon became popular in the United States in the late 1970s and 1980s as American tastes broadened from conventional American yellow mustards.
Like other Dijon mustards, Grey Poupon contains a small amount of white wine. It is made with brown mustard seed grown in Canada and wine from upstate New York produced under the supervision of a rabbi to ensure the product is kosher.
Grey Poupon was first made around 1866 in Dijon, France, when Maurice Grey met his associate, Auguste Poupon, a partner in what had theretofore been the Maison de Grey. In 1946 the Heublein Company bought the American rights from the original company.
In 1970, the directors of Grey Poupon and of another Dijon mustard firm, André Ricard, having earlier bought the popular Maille-label, formed a conglomerate called S.E.G.M.A. Maille. Soon afterwards, the new company decided to phase out the Grey Poupon label in France. It is still, however, manufactured for export, and a small amount continues to be produced for sale at the historic Maille-Grey-Poupon boutique on the Rue de la Liberté in Dijon itself.
Heublein increased the visibility and name recognition of their mustard brand with a 1980s commercial in which a Rolls-Royce pulls up alongside another Rolls-Royce, and a passenger in one asks "Pardon me, would you have any Grey Poupon?" The other responds, "But of course!" The closing shot is of the Grey Poupon jar being passed between the vehicles. This commercial has been parodied in many films and TV shows including the 1992 movie Wayne's World, Married... With Children's "Old Insurance Dodge" and Family Guy's "Blue Harvest". The commercial spawned a number of variations, often comedic; a later version features Ian Richardson asking Paul Eddington if he has any Grey Poupon, to which Eddington replies, "But of course," then motions for his driver to speed away.
In 2007, Grey Poupon/Kraft company introduced three new specialty mustards: a coarse ground mustard with whole mustard seeds; a spicy brown mustard with diced yellow onions; and a honey mustard with clover honey and spices.
In 2013, Grey Poupon created a new advertisement, playing upon the 1980s commercial, displaying a duel between the driver who took the Grey Poupon Jar (played by British actor Frazer Douglas) being chased down by the Original owner of the Mustard (played by Rod McCary). The spot was nominated for an Emmy for best commercial.