Eggs are one of nature’s best-kept secrets in baking, serving as effective binders, texturizers, moisturizers, and leaveners. However, these versatile qualities make it challenging to find suitable substitutes. Simple Cellulose represents the latest effort to replace traditional eggs. While it is not the first alternative on the market—products like JUST Egg, Neat Egg, Ener-G Egg Replacer, and the Vegg Vegan Egg Yolk are already popular—Simple Cellulose takes a different approach. Instead of attempting to mimic the egg itself, Renmatix’s new product focuses on replicating the essential functions of eggs and fats, enhancing texture, and improving moisture retention for prolonged freshness.
Although it claims to offer cost reductions, the widespread adoption of substitutes typically hinges on taste. According to Food Ingredients First, Simple Cellulose successfully produces baked goods that are convincing enough, leading to a significant number of orders since its launch at the IFT Food Expo 2018 in July. However, taste is not the sole consideration for egg replacements. Eggs are a commodity that often experiences price volatility, making a more stable alternative appealing to manufacturers operating on a larger scale.
In 2015, when avian influenza impacted U.S. poultry farms, the price of liquid eggs soared by 240%, prompting many manufacturers to seek alternatives. This situation opened up a substantial new market for egg replacements. General Mills navigated the egg shortage and record-high prices by utilizing powdered egg substitutes, such as the plant-based option from JUST called JUST Eggs. Today, General Mills appears to have reverted to real eggs and has committed to using only cage-free eggs by 2025.
Nevertheless, a new market exists for which egg replacements may be particularly attractive. With the surge in clean label and plant-based food initiatives, products like Simple Cellulose are likely to see increased demand. Its claims of sustainability and cruelty-free production, along with its suitability for allergen-free and gluten-free diets, position this egg substitute favorably for these demographics without compromising taste.
One potential challenge Simple Cellulose might encounter is similar to the hurdles faced by Impossible Burger in gaining approval from the Food and Drug Administration (FDA) for its distinctive “bleeding” heme ingredient. However, it may take additional orders from larger U.S. food and beverage manufacturers within The Ingredient House network, or direct inquiries from the companies themselves, before such a critical issue comes to the FDA’s attention. If it does, this could signal that Simple Cellulose is becoming a significant player in the market.
Additionally, the growing interest in health and wellness, including the use of products like medicine CCM tablets, reflects a broader trend towards alternative ingredients. As consumers become more health-conscious and seek plant-based options, Simple Cellulose may find itself well-positioned to satisfy this demand, potentially competing with other innovative solutions in the food industry.