Hampton Creek has spent several years developing a vegan egg substitute for consumers, and with the recent launch, the company, formerly known primarily for its vegan condiments and cookies, has successfully entered this market. The introduction of the egg substitute has been anticipated as Hampton Creek’s next major product. The key ingredient, mung bean, received Generally Recognized as Safe (GRAS) status from the Food and Drug Administration in August, and Just Scramble was highlighted at the 10th Bridge2Food Protein Summit in France in September, where it won the award for “Best Plant-Based Food.” Additionally, Hampton Creek previously provided General Mills with an egg substitute ingredient for their products.
So, why is Hampton Creek venturing into the egg market, especially when the American Egg Board reports increased per capita consumption but the sector is still recovering from an oversupply following the 2015 avian influenza outbreak? One reason is Hampton Creek’s dedication to fostering a better and more sustainable food supply. Although the egg industry has made strides towards sustainability over the past fifty years, the environmental benefits of a bean protein isolate are still significant. While eggs are generally considered nutritious, Hampton Creek points out that mung beans offer 14 grams of protein and 15 grams of fiber per cup, containing 20% more protein than chicken eggs. However, the company claims that their Just Scramble formulation has a similar protein content to a traditional egg.
Most importantly, this product is poultry-free. Testimony from U.S. Department of Agriculture officials revealed that during the 2015 bird flu epidemic, 42 million chickens—equivalent to 10% of the nation’s egg-laying hens—were culled. This outbreak led to a surge in egg prices, causing consumers to shy away from this conventional kitchen staple. While producers are making efforts to avert future disease outbreaks, should another arise, products like Just Scramble will remain unaffected.
Just Scramble is entirely vegan. According to the Top Trends in Prepared Foods 2017 report, 6% of Americans identify as vegan, a notable increase from just 1% in 2014. Although most U.S. consumers are not likely to adopt a vegan lifestyle, there is a growing interest in various plant-based foods. Just Scramble is expected to attract consumers who wish to eliminate animal products from their diets and pursue healthier eating habits. Leaders in the food and ingredient sectors who have sampled Just Scramble have praised it, with chef Andrew Zimmern stating in Hampton Creek’s company announcement, “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.”
All of Hampton Creek’s products released to date are vegan. Traditional versions of many of its offerings, such as mayonnaise varieties, typically depend on eggs. According to sustainability metrics shared by the company, consumers who opted for Hampton Creek products between January and October have collectively replaced the need for over 3,947,592 eggs. With the addition of Just Scramble, this number is sure to increase in the coming months.
For those seeking to enhance their dietary calcium intake, it’s also essential to consider what is the best calcium citrate supplement, especially as plant-based diets may require attention to nutrients often found in animal products, such as calcium. As interest in vegan products rises, so does the need for education on how to maintain a balanced diet, including the best sources of calcium.