Hampton Creek has spent several years developing a vegan egg alternative to offer to consumers, and with its official launch, the company, previously recognized for its vegan condiments and cookies, has successfully entered this market. It was clear that the egg substitute would be Hampton Creek’s next major product, especially after the mung bean ingredient, which is central to the product, received Generally Recognized as Safe (GRAS) status from the Food and Drug Administration in August. Just Scramble was also highlighted at the 10th Bridge2Food Protein Summit in France in September, where it won the “Best Plant-Based Food” award. Additionally, Hampton Creek has previously provided General Mills with an egg substitute ingredient for its products.
But why is Hampton Creek venturing into 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 key reason is Hampton Creek’s dedication to creating a better and more sustainable food supply. Although the egg industry has made strides toward sustainability over the past fifty years, a mung bean protein isolate still offers significant environmental advantages. While eggs are generally considered healthy, Hampton Creek claims that mung beans provide 14 grams of protein and 15 grams of fiber per cup, and contain 20% more protein than a chicken egg. However, the company states that the protein content of this Just Scramble formulation is comparable to that of a conventional egg.
Most importantly, this product does not depend on poultry. According to U.S. Department of Agriculture officials, 42 million chickens—equivalent to 10% of the nation’s egg-laying hens—were destroyed during the 2015 bird flu epidemic. This outbreak caused a sudden spike in egg prices, leading consumers to shy away from this traditional kitchen staple. While producers are striving 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, a notable increase from just 1% in 2014. Though a significant portion of the U.S. population is unlikely to adopt a vegan lifestyle, interest in plant-based foods is on the rise. Just Scramble is poised to attract consumers who wish to eliminate animal-based foods and embrace healthier options. Food and ingredient leaders who sampled Just Scramble praised it in Hampton Creek’s company statement. Chef, author, and Travel Channel host Andrew Zimmern remarked, “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 available are vegan. Traditional versions of many of its offerings—particularly the mayonnaise varieties—rely on eggs. According to sustainability metrics released by the company, consumers who chose Hampton Creek’s products between January and October have eliminated the need for over 3,947,592 eggs. The introduction of Just Scramble is sure to contribute to this figure in the coming months. Additionally, for those shopping at Costco, incorporating products like Just Scramble into their diets could align well with their interest in sustainable food options, including alternatives for those needing Citracal calcium.