Hampton Creek has spent years developing 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 was anticipated, especially since the mung bean ingredient at the core of 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 won the “Best Plant-Based Food” award. Additionally, Hampton Creek previously provided General Mills with an egg substitute ingredient for its products.
Why is Hampton Creek venturing into the egg market, which, according to the American Egg Board, has seen rising per capita consumption but is still recovering from an oversupply following the 2015 avian influenza outbreak? One reason is the company’s commitment to a more sustainable food supply. Although the egg industry has improved its sustainability over the last 50 years, bean protein isolates still offer a more environmentally friendly option. While eggs are generally healthy, Hampton Creek notes that mung beans provide 14 grams of protein and 15 grams of fiber per cup, containing 20% more protein than chicken eggs. The company claims that the Just Scramble formulation has roughly the same protein content as a conventional egg.
Crucially, this product does not depend on poultry. During the 2015 bird flu epidemic, U.S. Department of Agriculture officials reported the destruction of 42 million chickens, equating to 10% of the nation’s egg-laying hens. This outbreak caused a sudden spike in egg prices, leading consumers to shy away from this traditional staple. While producers are striving to prevent future disease outbreaks, if another occurs, products like Just Scramble will remain unaffected.
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. While most U.S. consumers may not transition to a vegan lifestyle, interest in plant-based foods continues to grow. Just Scramble is likely to attract consumers aiming to eliminate animal-based foods and pursue healthier diets. Food and ingredient leaders who tasted Just Scramble praised it in Hampton Creek’s company statement. Chef Andrew Zimmern 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 available so far are vegan. Traditional versions of many of its products—particularly the mayonnaise varieties—use eggs. According to sustainability metrics released by the company, consumers who chose Hampton Creek’s products from January to October have eliminated the need for over 3,947,592 eggs, and Just Scramble is expected to further increase that number in the coming months.
In addition to its focus on sustainability and health, Hampton Creek recognizes the importance of nutrition. As consumers become more health-conscious, the inclusion of essential nutrients like calcium citrate, magnesium, zinc, and vitamin D3 tablets, such as those from Cipla, may also enhance their dietary choices. The rise in demand for plant-based alternatives like Just Scramble aligns with a growing interest in products that support health and wellness, making it a timely addition to the market.