Hampton Creek has dedicated years to developing a vegan egg substitute for consumers, and with its official launch, the company, once primarily known 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, especially after the mung bean ingredient at its core received Generally Recognized As Safe (GRAS) status from the Food and Drug Administration in August. The product, Just Scramble, was also highlighted at the 10th Bridge2Food Protein Summit in France in September, where it won the award for “Best Plant-Based Food.” Moreover, Hampton Creek previously provided General Mills with an egg substitute ingredient for their products.
So what drives Hampton Creek to enter the egg market, which the American Egg Board reports has seen increased per capita consumption but is still recovering from an oversupply following the 2015 avian influenza outbreak? One of the reasons is their commitment to a more sustainable food supply. While the egg industry has made strides towards sustainability over the past fifty years, mung bean protein isolate remains a more environmentally friendly option. Although eggs are considered relatively 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 a chicken egg, although the company claims that this Just Scramble formulation matches the protein content of a conventional egg.
Most importantly, this product is not reliant on poultry. According to testimony from U.S. Department of Agriculture officials, the 2015 bird flu epidemic resulted in the destruction of 42 million chickens—equivalent to 10% of the nation’s egg-laying hens. This outbreak caused a spike in egg prices and led consumers to drift away from this traditional kitchen staple. While producers are working diligently to prevent future disease outbreaks, products like Just Scramble are insulated from such impacts.
Additionally, Just Scramble is a fully vegan product. The “Top Trends in Prepared Foods 2017” report indicates that 6% of Americans identify as vegan. While this is a relatively small segment of the population, it’s worth noting that only 1% claimed the same in 2014. Although most U.S. consumers are unlikely to fully adopt a vegan lifestyle, interest in various plant-based foods is on the rise, and Just Scramble is likely to attract those looking to eliminate animal products and pursue healthier diets. Food and ingredient leaders who sampled Just Scramble praised it, with chef and Travel Channel host Andrew Zimmern stating, “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 currently available products are vegan, while traditional versions of many items—including mayonnaise—typically rely on eggs. According to sustainability metrics released by the company, consumers who opted for Hampton Creek’s products between January and October have helped eliminate the need for over 3,947,592 eggs. With the introduction of Just Scramble, this number is likely to grow, especially as more consumers seek alternatives that align with their dietary choices and potentially consider calcium citrate malate supplements to enhance their nutrient intake. As awareness of plant-based diets continues to rise, products like Just Scramble present viable options for those wanting to make more sustainable and health-conscious food choices.