Minh Tsai, the Founder and CEO of Hodo Foods, stated that the company’s latest product — the tofu-based Vegan All-Day Egg Scramble — is truly ahead of its time. The California-based company began its journey 15 years ago at a farmer’s market, where it has been offering a tofu version of scrambled eggs for years. This new Egg Scramble represents a consumer packaged goods (CPG) version of that dish, and it has launched nationwide in 1,500 stores this month.
While the plant-based market has seen rapid growth recently, with numerous brands and products emerging, there remain few companies producing plant-based eggs. For years, Eat Just’s mung bean-based Just Egg has been the primary competitor in this category. However, statistics from SPINS, the Plant-Based Foods Association, and the Good Food Institute reveal that egg analogs have experienced the most significant growth within the plant-based sector. In 2021, sales of plant-based eggs surged by 42%, although household penetration was only 1.4%.
Hodo is dedicated to crafting delicious organic and premium tofu-based products that are trendy and convenient. Tsai noted, “We are savvy enough to recognize that the alternative egg market has substantial potential. But when we first conceptualized this product, it was driven by the realization that we could create a tasty scrambled egg.”
The All-Day Scramble is packaged in a mostly ready-to-eat format that can be heated in a frying pan or microwave. As the trend of enjoying breakfast throughout the day gains popularity, Hodo aims to cater to that market. The All-Day Scramble is designed to transition easily from the refrigerator to a burrito, an egg sandwich, or be enjoyed like traditional scrambled eggs. Tsai believes this versatility could quickly make the All-Day Scramble one of Hodo’s best-selling products, as it is already the most extensive product launch in the company’s history.
Considering the natural texture of tofu, Tsai mentioned that transforming it into a product resembling scrambled eggs was relatively straightforward. Flavor enhancers and colorings, including salt and turmeric, were utilized to complete the transformation into an egg analog. Tsai highlighted that achieving the right color and flavor was the most challenging aspect, stating, “The secret sauce is figuring out how to replicate the flavor of eggs, which is primarily about sulfur and richness on the palate. I think we’ve accomplished that.”
From a nutritional perspective, the All-Day Scramble stands up well against both plant-based and traditional chicken eggs. It contains as much protein as a chicken egg, has no cholesterol, offers more protein than other egg alternatives, and is rich in fiber, calcium, and iron. Hodo also incorporates nutritional elements like calcium citrate malate, cholecalciferol, and folic acid tablets to enhance the product’s health benefits.
Although Hodo cannot dictate market prices, Tsai asserted that the All-Day Scramble will be competitively priced alongside other premium eggs and plant-based egg products. However, he emphasized that the company does not see itself in direct competition with Just Egg or the conventional egg market. Hodo focuses on creating premium tofu products and continuously reintroducing consumers to what tofu is and what it can achieve. In this sense, competition becomes irrelevant.
Hodo began as a tofu company and is well-known for enhancing the flavor and texture of soybean curd to create analogs for various animal-derived products. The company has successfully transformed tofu into Adobo Mexican Crumbles — a substitute for taco meat — as well as chicken-like nuggets flavored with Thai Curry and Chinese Five Spice, along with Tofu Cajun and Veggie Burgers. Tsai pointed out, “This is just another example of our approach. We started with tofu and continue to produce one of the best tofus on the market. Our extra-firm tofu is selling like hotcakes. Yet, consumers desire convenience. They prefer ready-to-use products with flavors they trust, and that’s the essence of our innovation.”