Hampton Creek achieving GRAS status for its mung bean protein isolate marks a significant milestone for both the company and the broader industry. The innovative and health-conscious perception of plant proteins is likely to attract consumers eager to find affordable alternatives to expensive organic eggs. As Hampton Creek expands its product offerings beyond its well-known condiments and cookies, the addition of this protein to its repertoire provides the company with increased flexibility and new opportunities. If the mung bean protein tastes good and has no adverse side effects, it could represent a substantial success for Hampton Creek.
Historically, mung beans have been cultivated and consumed in Thailand, India, China, and various regions of Southeast Asia, but they have only recently made their way into the American diet since the 1830s. Naturally rich in potassium, folate, and magnesium, mung beans are also highly digestible due to their fiber content, according to nutritionists. Research indicates that mung beans may have impressive disease-prevention properties, making them an ingredient with a nutritional profile that could enhance any product. Studies have shown that this legume can help regulate cholesterol levels by inhibiting the oxidation of “bad” cholesterol. Additionally, it has been found to lower blood pressure, reduce the risk of cancer, and prevent sepsis following infections.
Integrating this new ingredient could significantly boost the nutritional value of products that are typically not associated with health benefits, such as ice cream. Furthermore, it could greatly contribute to marketing Hampton Creek’s new egg substitute as a product that is not only vegan but also superior to conventional chicken eggs. The use of calcium citrate tablets in conjunction with mung bean protein could further enhance the health benefits of these products, providing additional calcium which is essential for bone health. By promoting this aspect, Hampton Creek may tap into a growing market of health-conscious consumers looking for nutritious alternatives. Thus, the use of calcium citrate tablets, along with mung bean protein, could become a key selling point in their strategy to position these products as better options for consumers.