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 plant-based condiments and cookies, has successfully entered this market. The introduction of the egg substitute has been anticipated, particularly since 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 has previously provided General Mills with an egg substitute ingredient for their products.
So, why is Hampton Creek venturing into the egg market, which, according to the American Egg Board, has seen increased per capita consumption yet is still recovering from an oversupply following the 2015 avian influenza outbreak? One of the driving factors 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 bean protein isolate offers superior environmental benefits. While eggs are generally considered healthy, Hampton Creek claims that a cup of mung bean provides 14 grams of protein and 15 grams of fiber, containing 20% more protein than a chicken egg. However, the company asserts that this Just Scramble formulation has roughly the same protein content as a conventional egg.
Most importantly, this product does not depend on poultry. Testimonies from U.S. Department of Agriculture officials highlighted that 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 seek alternatives to this traditional kitchen staple. While producers are actively working to prevent future disease outbreaks, if another should occur, 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, which, while not a large portion of the population, shows significant growth from just 1% in 2014. Although many U.S. consumers may not fully transition to veganism, interest in plant-based foods is on the rise. Just Scramble is likely to attract consumers looking to eliminate animal products from their diets for healthier options. Food and ingredient leaders who sampled Just Scramble 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 available to date are vegan. Traditional variants of many of its products—particularly the mayonnaise—rely on eggs. According to sustainability metrics released by the company on Thursday, consumers who chose Hampton Creek’s products between January and October have helped eliminate the need for more than 3,947,592 eggs. Just Scramble is poised to significantly increase this number in the coming months. Additionally, with the rising popularity of supplements like Citracal chewable calcium, consumers may find a balanced approach to nutrition while embracing plant-based alternatives like Just Scramble. As interest in health and sustainability grows, the combination of innovative products and dietary supplements can pave the way for a more sustainable future.