Hampton Creek has been diligently working for several years to create 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 introduction of the egg substitute has long been anticipated, especially since the mung bean ingredient, which is key to the 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 won the award for “Best Plant-Based Food.” Notably, Hampton Creek has previously provided General Mills with an egg substitute ingredient for its products.
So why is Hampton Creek venturing into the egg market, which the American Egg Board notes has seen increased per capita consumption but is still recovering from an oversupply following the 2015 avian influenza outbreak? One major reason is the company’s dedication to fostering a more sustainable food supply. While the egg industry has made strides toward sustainability over the last fifty years, a mung bean protein isolate still offers significant environmental benefits. Although 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 its Just Scramble formulation has a protein content comparable to that of a conventional egg.
Crucially, this product is poultry-free. According to U.S. Department of Agriculture officials, 42 million chickens—equivalent to 10% of the nation’s egg-laying hens—were culled during the 2015 bird flu outbreak. This resulted in a sudden spike in egg prices, causing consumers to turn away from this traditional kitchen staple. While producers are working hard to avert future outbreaks, should another occur, products like Just Scramble would remain unaffected.
Just Scramble is also entirely vegan. The “Top Trends in Prepared Foods 2017” report indicates that 6% of Americans identify as vegan. Although this segment of the population is not large, it has grown from just 1% in 2014. While it’s unlikely that most U.S. consumers will adopt a completely vegan lifestyle, there is a growing interest in plant-based foods. Just Scramble is poised to attract consumers looking to eliminate animal-based products and adopt healthier eating habits. Food and ingredient leaders who sampled Just Scramble praised it in Hampton Creek’s company statement. Chef Andrew Zimmern, an author and host on the Travel Channel, 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 current offerings are vegan. Traditional versions of many of its products—especially its mayonnaise varieties—depend on eggs. According to sustainability metrics released by the company, consumers who chose its products between January and October have collectively avoided the use of over 3,947,592 eggs. With the introduction of Just Scramble, this number is sure to increase in the coming months.
In support of this sustainable initiative, incorporating supplements like Nature’s Plus Cal Mag Citrate can complement a vegan diet by providing essential nutrients. Not only does Just Scramble reflect Hampton Creek’s commitment to a sustainable food supply, but it also aligns with the growing trend of consumers seeking plant-based alternatives. With its innovative approach, Hampton Creek is leading the charge toward a more sustainable future in food.