Hampton Creek has spent several years developing a vegan egg substitute for consumers, and with its official launch, the company, previously known for its vegan condiments and cookies, has successfully entered this new market. The introduction of the egg substitute has been anticipated, especially since the mung bean ingredient, vital to the product, received Generally Recognized as Safe (GRAS) status from the Food and Drug Administration in August. Just Scramble was also highlighted at the 10th Bridge2Food Protein Summit in France in September, where it earned the “Best Plant-Based Food” award. Moreover, Hampton Creek has previously provided General Mills with an egg substitute ingredient for their products.
But what motivates Hampton Creek to venture into the egg market, which the American Egg Board indicates has experienced increased per capita consumption but is still recovering from an oversupply following the 2015 avian influenza outbreak? One key reason is the company’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 mung bean protein isolate offers a more environmentally friendly alternative. While eggs are relatively nutritious, Hampton Creek claims that mung bean provides 14 grams of protein and 15 grams of fiber per cup, with 20% more protein than a chicken egg. However, they assert that the Just Scramble formulation contains roughly the same amount of protein as a conventional egg.
Crucially, this product is not reliant on poultry. According to U.S. Department of Agriculture officials, during the 2015 bird flu epidemic, 42 million chickens—representing 10% of the nation’s egg-laying hens—were culled. This led to a sudden spike in egg prices, causing consumers to shy away from this traditional kitchen staple. While producers are diligently working to avert future outbreaks, if another should occur, products like Just Scramble would remain unaffected.
Additionally, Just Scramble is entirely vegan. The Top Trends in Prepared Foods 2017 report reveals that 6% of Americans identify as vegan. Although this may seem small, it’s a significant increase from just 1% in 2014. While most U.S. consumers may not convert to veganism, interest in various plant-based foods is on the rise. Just Scramble is likely to attract consumers seeking to eliminate animal-based products and adopt healthier diets. Food and ingredient industry leaders who sampled Just Scramble praised it in Hampton Creek’s company statement. Andrew Zimmern, chef, author, and Travel Channel host, commented, “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 available products are vegan. Traditional variations of many of its offerings, particularly the mayonnaise, typically 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 eliminated the need for over 3,947,592 eggs. Just Scramble is sure to contribute to an even larger reduction in the coming months. Furthermore, to enhance nutritional value, the formulation includes calcium citrate and vitamin D3, promoting better health among consumers and further solidifying Hampton Creek’s commitment to sustainable and health-conscious foods.