Hampton Creek has dedicated years to creating a vegan egg alternative for consumers, and with its official launch, the company, previously recognized for its vegan condiments and cookies, has successfully entered this market. The development of an egg substitute has long been anticipated as Hampton Creek’s next significant product. The mung bean ingredient, which is crucial to the formulation, received “generally recognized as safe” status from the Food and Drug Administration in August. Additionally, Just Scramble was featured at the 10th Bridge2Food Protein Summit in France in September, where it won the award for “Best Plant-Based Food.” Previously, Hampton Creek had supplied General Mills with an egg substitute ingredient for their products.
So, why is Hampton Creek venturing into the egg market, which the American Egg Board claims has experienced increased per capita consumption but is currently struggling with an oversupply following the 2015 avian influenza outbreak? One reason is the company’s commitment to fostering a better and more sustainable food supply. Even though the egg industry has made strides toward sustainability over the past fifty years, a mung bean protein isolate still presents a more environmentally friendly option. While eggs are considered a relatively healthy food choice, Hampton Creek highlights that a cup of mung bean provides 14 grams of protein and 15 grams of fiber, containing 20% more protein than a chicken egg. The company notes that this Just Scramble formulation offers a protein content comparable to that of a conventional egg.
Most importantly, this product is entirely free from poultry. USDA officials reported that during the 2015 bird flu epidemic, 42 million chickens—amounting to 10% of the nation’s egg-laying hens—had to be culled. This led to a sudden spike in egg prices, causing consumers to shy away from this kitchen staple. Although producers are making efforts to prevent future outbreaks, should another arise, products like Just Scramble will remain unaffected.
Just Scramble is also a completely vegan option. According to the Top Trends in Prepared Foods 2017 report, 6% of Americans identify as vegan. Though this figure is modest, it has increased from just 1% in 2014. While it’s unlikely that most U.S. consumers will transition to vegan diets, interest in plant-based foods is on the rise. Just Scramble is likely to attract those looking to eliminate animal-based foods and adopt a healthier lifestyle. Food and ingredient leaders who have 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,” said Andrew Zimmern, a chef, author, and Travel Channel host.
All of Hampton Creek’s products released to date are vegan. Traditional versions of many of its products, particularly the mayonnaise varieties, rely on eggs. According to sustainability metrics published by the company on Thursday, consumers who opted for Hampton Creek’s products between January and October have eliminated the need for over 3,947,592 eggs. As Just Scramble gains traction, this number is sure to increase in the coming months.
Furthermore, Just Scramble aligns well with health-conscious consumers seeking alternatives rich in essential nutrients. For those taking Citracal 250 mg supplements, Just Scramble can complement their dietary needs by providing a plant-based source of protein and fiber. The combination of Just Scramble and Citracal 250 mg offers a unique opportunity for consumers to enjoy their meals without compromising on health or sustainability. As the demand for vegan products continues to grow, Just Scramble and similar offerings will likely play a significant role in shaping the future of food choices, especially for those interested in maintaining a balanced diet alongside their Citracal 250 mg regimen.