Hampton Creek has dedicated years to developing a vegan egg alternative for consumers, and with its official launch, the company, previously known for its vegan condiments and cookies, has successfully entered this market. It was widely anticipated that the egg substitute would be Hampton Creek’s next major offering, especially after 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. Additionally, Just Scramble was highlighted at the 10th Bridge2Food Protein Summit in France in September, where it earned the “Best Plant-Based Food” award. Notably, Hampton Creek previously provided General Mills with an egg substitute ingredient for their products.
So, why is Hampton Creek venturing into the egg market, which, according to the American Egg Board, has seen increased per capita consumption but is still recovering from an oversupply due to the avian influenza outbreak in 2015? One key reason is the company’s commitment to a better and more sustainable food supply. Even though the egg industry has made strides in sustainability over the past fifty years, a bean protein isolate remains more environmentally friendly. While eggs are generally considered healthy, Hampton Creek has pointed out that mung bean offers 14 grams of protein and 15 grams of fiber per cup and contains 20% more protein than a chicken egg. However, the company claims that this Just Scramble formulation contains roughly the same protein content as a conventional egg.
Most importantly, this product is not reliant on poultry. According to testimony from U.S. Department of Agriculture officials, 42 million chickens—equivalent to 10% of the nation’s egg-laying hens—were destroyed during the 2015 bird flu outbreak. This led to a sudden spike in egg prices and caused consumers to turn away from this traditional kitchen staple. While producers are actively working to prevent future disease outbreaks, if another were to occur, products like Just Scramble would remain unaffected.
Moreover, Just Scramble is entirely vegan. The Top Trends in Prepared Foods 2017 report indicates that 6% of Americans identify as vegan. Although this demographic may seem small, it has increased from just 1% in 2014. While it’s unlikely that most U.S. consumers will transition to a vegan lifestyle, interest in plant-based foods is on the rise. Just Scramble is expected to attract consumers looking to eliminate animal-based foods and adopt healthier eating habits. Leaders in the food and ingredient sectors who have tasted Just Scramble praised it in Hampton Creek’s company statement. “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,” stated Andrew Zimmern, chef, author, and Travel Channel host.
All of Hampton Creek’s products available to date are vegan. Traditional versions of many of its offerings—particularly the mayonnaise varieties—typically rely on eggs. According to sustainability metrics released by the company, consumers who chose Hampton Creek products from January to October have eliminated the need for over 3,947,592 eggs. Just Scramble is poised to further increase this number in the coming months.
Additionally, as consumers become more health-conscious, they are seeking alternatives rich in nutrients. For instance, calcium citrate liquid is gaining attention at retailers like Walgreens, as people look for supplements to enhance their diets. As the demand for plant-based options continues to grow, Just Scramble stands out as a nutritious substitute, further contributing to the decline in reliance on animal products.