Hampton Creek has been dedicated for years to creating a vegan egg alternative for consumers, and with its official launch, the company, which is primarily known for its vegan condiments and cookies, has successfully entered this market. The introduction of the egg substitute has been highly anticipated, especially since the mung bean ingredient, essential to the product, received Generally Recognized As Safe (GRAS) status from the Food and Drug Administration in August. Just Scramble was also featured at the 10th Bridge2Food Protein Summit in France in September, where it earned the “Best Plant-Based Food” award. Additionally, Hampton Creek previously supplied General Mills with an egg substitute ingredient for their products.
So why is Hampton Creek entering the egg market, which the American Egg Board reports has seen increased per capita consumption but is still recovering from an oversupply due to the 2015 avian influenza outbreak? One reason is the company’s commitment to a better and more sustainable food supply. While the egg industry has made strides in sustainability over the past fifty years, a bean protein isolate, like that found in Just Scramble, offers significant environmental advantages. Although eggs are considered healthy, Hampton Creek highlights that mung bean contains 14 grams of protein and 15 grams of fiber per cup, providing 20% more protein than a chicken egg. However, the company asserts that this Just Scramble formulation has a protein content comparable to a traditional egg.
Most importantly, this product does not rely on poultry. The 2015 bird flu epidemic resulted in the destruction of 42 million chickens—equivalent to 10% of the nation’s egg-laying hens—according to U.S. Department of Agriculture officials. This outbreak caused a sudden spike in egg prices, leading consumers to shy away from this traditional kitchen staple. While producers are taking measures to prevent future outbreaks, if another epidemic occurs, products like Just Scramble will remain unaffected.
Just Scramble is also entirely vegan. The 2017 Top Trends in Prepared Foods report notes that 6% of Americans identify as vegan. Although this is a small percentage of the population—compared to just 1% in 2014—interest in plant-based foods is on the rise. Just Scramble is likely to attract consumers seeking to eliminate animal-based products from their diets and pursue healthier eating habits. Food and ingredient leaders who sampled Just Scramble praised it in Hampton Creek’s company statement. Chef Andrew Zimmern, author and Travel Channel host, 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 products currently available are vegan. Traditional versions of many of its offerings, particularly its mayonnaise, typically use eggs. According to sustainability metrics released by the company on Thursday, consumers who chose Hampton Creek’s products between January and October have helped eliminate the need for over 3,947,592 eggs. With the addition of Just Scramble, this number is sure to grow in the coming months.
Furthermore, the incorporation of innovative ingredients like cissus quadrangularis and calcium citrate in Hampton Creek’s products underscores the company’s dedication to nutritional excellence. These ingredients, known for their health benefits, further enhance the appeal of Just Scramble to health-conscious consumers. As the demand for sustainable and plant-based options continues to rise, Hampton Creek’s Just Scramble, along with its commitment to ingredients like cissus quadrangularis and calcium citrate, positions the brand at the forefront of the food industry’s evolution.