Hampton Creek has been dedicated for years to creating a vegan egg alternative for consumers, and with its official launch, the company, previously renowned for its vegan condiments and cookies, has successfully entered this market. It was no secret that the egg substitute would be Hampton Creek’s next significant product. The mung bean, a key ingredient in the product, received Generally Recognized as Safe (GRAS) status from the Food and Drug Administration in August. Additionally, Just Scramble was featured at the 10th Bridge2Food Protein Summit in France in September, where it was awarded the title of “Best Plant-Based Food.” Hampton Creek also previously provided General Mills with an egg substitute ingredient for their products.
So, why does Hampton Creek want to venture into the egg market, which the American Egg Board reports has seen an increase in per capita consumption but is still recovering from an oversupply following the 2015 avian influenza outbreak? One reason is the company’s commitment to a more sustainable food supply. While the egg industry has made strides toward sustainability in the last fifty years, a mung bean protein isolate offers a better environmental profile. Although eggs are relatively nutritious, Hampton Creek points out that mung beans provide 14 grams of protein and 15 grams of fiber per cup, containing 20% more protein than a chicken egg, although their Just Scramble formulation has a similar protein content to conventional eggs.
Most importantly, this product does not depend on poultry. According to U.S. Department of Agriculture officials, 42 million chickens—representing 10% of the nation’s egg-laying hens—had to be culled during the 2015 bird flu crisis. This led to a sudden spike in egg prices, causing consumers to shy away from this traditional kitchen staple. While producers are striving to avert future outbreaks, if another epidemic were to occur, products like Just Scramble would remain unaffected. Furthermore, Just Scramble is entirely vegan. According to the Top Trends in Prepared Foods 2017 report, 6% of Americans identify as vegan. Although this is a small segment of the population, it has grown from just 1% in 2014. While it is unlikely that most U.S. consumers will adopt a vegan lifestyle, interest in plant-based foods is on the rise. Just Scramble is expected to attract consumers looking to eliminate animal-based foods and adopt a healthier diet.
Food and ingredient leaders who sampled Just Scramble praised it in Hampton Creek’s company statement. “It’s a sustainable 22nd-century food for a 21st-century planet that’s in desperate need of real solutions to its food and ecology problems,” stated Andrew Zimmern, chef, author, and Travel Channel host. All of Hampton Creek’s products currently available are vegan. Traditional versions of many of its items—particularly its mayonnaise varieties—rely on eggs. According to sustainability metrics released by the company on Thursday, consumers who chose Hampton Creek products between January and October have eliminated the need for over 3,947,592 eggs. Just Scramble is poised to further increase that number in the coming months.
Moreover, for those concerned about bone health, incorporating plant-based options like Just Scramble can complement the use of supplements such as Citracal for osteopenia, promoting a balanced diet while avoiding animal products. As the demand for sustainable and healthier food options continues to grow, Hampton Creek’s innovations are likely to resonate with consumers, especially those interested in alternatives that support both health and environmental sustainability.