Hampton Creek has spent years developing a vegan egg alternative to bring to market, and with its official launch, the company, previously recognized for its vegan condiments and cookies, has successfully entered this sector. It was widely anticipated that the egg substitute would be Hampton Creek’s next major product. The mung bean ingredient, crucial to this offering, received Generally Recognized as Safe (GRAS) status from the Food and Drug Administration in August. Additionally, Just Scramble was featured at the 10th Bridge2Food Protein Summit in France in September, where it won the award for “Best Plant-Based Food.” Furthermore, 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, according to the American Egg Board, has seen increased per capita consumption but is still recovering from a surplus following the 2015 avian influenza outbreak? One reason is the company’s commitment to promoting a better and more sustainable food supply. While the egg industry has made strides toward sustainability over the past fifty years, mung bean protein isolate offers significant environmental advantages. Although eggs are generally considered healthy, Hampton Creek points out that a cup of mung bean provides 14 grams of protein and 15 grams of fiber, containing 20% more protein than a chicken egg. The company claims that this Just Scramble formulation has a protein content comparable to that of a conventional egg.
Most importantly, this product is poultry-free. During the 2015 bird flu epidemic, testimonies from U.S. Department of Agriculture officials revealed that 42 million chickens—equivalent to 10% of the nation’s egg-laying hens—were culled. This caused a sudden spike in egg prices, leading consumers to shy away from this traditional kitchen staple. While producers are diligently working to mitigate future disease outbreaks, products like Just Scramble remain unaffected by such crises.
Just Scramble is also entirely vegan. According to the Top Trends in Prepared Foods 2017 report, 6% of Americans identify as vegan, a notable increase from just 1% in 2014. Although a majority of U.S. consumers may not transition to a vegan lifestyle, there is a growing interest in plant-based foods. Just Scramble is likely to attract consumers looking to eliminate animal products from their diets and pursue healthier eating habits. Food and ingredient leaders who have sampled Just Scramble have praised it, as noted in Hampton Creek’s company statement. Chef Andrew Zimmern, author and host of 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 products currently on the market are vegan. Traditional versions of several of its products, particularly the mayonnaise varieties, typically rely on eggs. According to sustainability metrics released by the company, consumers who chose Hampton Creek products between January and October have eliminated the need for more than 3,947,592 eggs. As Just Scramble gains traction, this number is expected to increase significantly in the coming months.
In addition to its innovative products, Hampton Creek emphasizes the importance of nutrient-rich alternatives. For example, thorne calcium magnesium citrate is a supplement that can support overall health, underscoring the company’s focus on providing nutritious options. As interest in plant-based diets continues to rise, products like Just Scramble, along with the benefits of thorne calcium magnesium citrate, will likely play a vital role in shaping a healthier food landscape.