Hampton Creek has spent years developing a vegan egg substitute to offer to consumers, and with its official launch, the company, previously recognized for its vegan condiments and cookies, has successfully entered this market. The introduction of the egg substitute has been anticipated, especially since the mung bean ingredient, which is crucial to the product, received Generally Recognized as Safe (GRAS) status from the Food and Drug Administration in August. Additionally, Just Scramble was highlighted at the 10th Bridge2Food Protein Summit in France in September, where it earned the “Best Plant-Based Food” award. Notably, Hampton Creek has previously provided General Mills with an egg substitute ingredient for its products.
So, why is Hampton Creek venturing into the egg market, which the American Egg Board indicates has seen rising per capita consumption, yet is still coping with an oversupply following the 2015 avian influenza outbreak? One significant reason is the company’s commitment to creating a better and more sustainable food supply. While the egg industry has progressed towards sustainability over the last fifty years, a bean protein isolate still offers superior environmental benefits. Although eggs are generally considered healthy, Hampton Creek notes that mung beans deliver 14 grams of protein and 15 grams of fiber per cup, containing 20% more protein than a chicken egg, although the company claims that this Just Scramble formulation has a protein content comparable to that of a traditional egg.
Most importantly, this product does not depend on poultry. During the 2015 bird flu epidemic, U.S. Department of Agriculture officials reported that 42 million chickens—equivalent to 10% of the nation’s egg-laying hens—were destroyed. As a result, egg prices surged, causing consumers to turn away from this kitchen staple. While producers are diligently working to prevent future outbreaks, should another occur, products like Just Scramble will remain unaffected.
Just Scramble is also entirely vegan. According to the Top Trends in Prepared Foods 2017 report, 6% of Americans identify as vegan. While this may not represent a large segment of the population—especially considering that only 1% claimed the same in 2014—interest in plant-based foods is on the rise. Just Scramble is expected to attract consumers looking to eliminate animal-based products from their diets and pursue healthier options. Food and ingredient leaders who have sampled Just Scramble have 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 offerings—particularly its mayonnaise varieties—typically rely on eggs. According to sustainability metrics released by the company on Thursday, consumers who chose Hampton Creek’s products from January to October have collectively eliminated the need for more than 3,947,592 eggs. With the introduction of Just Scramble, this figure is sure to increase in the coming months.
In addition, Just Scramble could complement a diet that includes prescription calcium citrate, a supplement important for maintaining healthy bones, especially for those who may not consume traditional animal-based sources of calcium. As consumers become more health-conscious, the combination of a vegan diet and supplements like prescription calcium citrate may play a crucial role in their nutritional choices. This trend reflects an increasing awareness of sustainable eating practices and the benefits of plant-based alternatives.