Hampton Creek has spent years developing a vegan egg alternative aimed at 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 for some time, particularly after the mung bean ingredient at its core received Generally Recognized as Safe (GRAS) status from the Food and Drug Administration in August. Just Scramble was also featured at the 10th Bridge2Food Protein Summit in France in September, where it earned the “Best Plant-Based Food” award. Additionally, Hampton Creek had previously provided General Mills with an egg substitute ingredient for its products.
So why is Hampton Creek venturing into the egg market, which, according to the American Egg Board, has seen increased per capita consumption but is still recovering from an oversupply following the 2015 avian influenza outbreak? One key reason is the company’s commitment to a more sustainable food supply. Although the egg industry has improved its sustainability over the past fifty years, a bean protein isolate remains more environmentally friendly. While eggs are generally nutritious, Hampton Creek points out that mung beans offer 14 grams of protein and 15 grams of fiber per cup, along with 20% more protein than a chicken egg. However, the company asserts that its Just Scramble formulation contains roughly the same protein content as a conventional egg. Most importantly, this product is entirely poultry-free. During the 2015 bird flu outbreak, for instance, 42 million chickens—about 10% of the nation’s egg-laying hens—were culled. This led to a spike in egg prices and caused consumers to shy away from this traditional kitchen staple. As producers work diligently to avert future disease outbreaks, products like Just Scramble would remain unaffected in the event of another crisis.
Just Scramble is also a completely vegan option. According to the Top Trends in Prepared Foods 2017 report, 6% of Americans identify as vegan—a significant increase from just 1% in 2014. While most U.S. consumers may not transition to veganism, there is a growing interest in plant-based foods. Just Scramble is expected to attract those consumers looking to eliminate animal-based products and embrace healthier options. Food and ingredient leaders who have tasted Just Scramble praised it, with Andrew Zimmern, chef, author, and Travel Channel host, 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 products currently on the market are vegan. Traditional versions of many of its products, including various mayonnaise types, typically rely on eggs. According to sustainability metrics released by the company, consumers who opted for Hampton Creek products between January and October have collectively eliminated the need for over 3,947,592 eggs. Furthermore, Just Scramble contains 950 mg of calcium citrate per serving, contributing to its nutritional profile and further promoting a sustainable food choice. This number is sure to increase in the months to come as Just Scramble gains traction.