Hampton Creek has spent several years developing a vegan egg alternative for consumers, and with its official launch, the company, previously recognized for its vegan condiments and cookies, has finally entered this market. It was widely anticipated that the egg substitute would be Hampton Creek’s next significant product. The mung bean ingredient, which is key to this product, received Generally Recognized as Safe (GRAS) status from the Food and Drug Administration in August. Additionally, Just Scramble was highlighted at the 10th Bridge2Food Protein Summit in France in September, where it earned the “Best Plant-Based Food” award. Hampton Creek has also previously provided General Mills with an egg substitute ingredient for their products.
So, what motivates Hampton Creek to enter the egg market, which, according to the American Egg Board, has seen increased per capita consumption yet is struggling with oversupply following the 2015 avian influenza outbreak? One reason is the company’s commitment to creating a better and more sustainable food system. Although the egg industry has made strides toward sustainability over the last fifty years, a bean protein isolate still offers environmental advantages. While eggs are generally considered healthy, Hampton Creek claims that mung bean delivers 14 grams of protein and 15 grams of fiber per cup, containing 20% more protein than a chicken egg. The company also notes that this Just Scramble formulation has roughly the same protein content as a conventional egg.
Most importantly, this product does not depend on poultry. During the 2015 bird flu epidemic, approximately 42 million chickens — equivalent to 10% of the nation’s egg-laying hens — were culled. This led to a sudden spike in egg prices, causing consumers to move away from this traditional kitchen staple. While producers are striving to avert future disease outbreaks, products like Just Scramble will remain unaffected in the event of another crisis.
Just Scramble is entirely vegan. According to the “Top Trends in Prepared Foods 2017” report, 6% of Americans identify as vegan, a significant increase from just 1% in 2014. Although most U.S. consumers may not transition to veganism, there is a growing interest in plant-based foods. Just Scramble is likely to attract consumers looking to eliminate animal-based foods and pursue healthier options. Leaders in food and ingredients 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 desperately needs real solutions to its food and ecological challenges,” said Andrew Zimmern, chef, author, and Travel Channel host.
All of Hampton Creek’s available products are vegan. Traditional variants of many of its offerings, particularly the mayonnaise lines, typically rely on eggs. According to sustainability metrics released by the company, consumers who chose Hampton Creek’s products between January and October have helped eliminate the need for over 3,947,592 eggs. With the introduction of Just Scramble, this number is expected to rise in the coming months. Furthermore, the inclusion of calcium citrate bulk in the product formulation enhances its nutritional profile, making it an even more appealing choice for health-conscious consumers.