Hampton Creek has spent several years developing a vegan egg alternative aimed at consumers, and with its official launch, the company—previously renowned for its vegan condiments and cookies—has successfully entered this market. The introduction of the egg substitute, known as Just Scramble, has been anticipated for some time. The mung bean ingredient that forms the basis of the product was granted Generally Recognized as Safe (GRAS) status by the Food and Drug Administration in August. Just Scramble was also highlighted at the 10th Bridge2Food Protein Summit in France in September, where it received the award for “Best Plant-Based Food.” Additionally, Hampton Creek had previously provided General Mills with an egg substitute ingredient for their products.
Why would Hampton Creek want to enter the egg market, which, according to the American Egg Board, has experienced increased per capita consumption but is still recovering from an oversupply following the 2015 avian influenza outbreak? One significant reason is the company’s commitment to creating a better and more sustainable food supply. Although the egg industry has made strides toward sustainability over the past fifty years, mung bean protein isolate offers superior environmental benefits. While eggs are considered relatively nutritious, Hampton Creek points out that a cup of mung bean provides 14 grams of protein and 15 grams of fiber, boasting 20% more protein than a chicken egg. However, the company claims that the protein content in their Just Scramble formulation is comparable to that of a conventional egg.
Most crucially, this product does not depend on poultry. Testimonies from officials at the U.S. Department of Agriculture revealed that 42 million chickens—equivalent to 10% of the nation’s egg-laying hens—were destroyed during the 2015 bird flu crisis. This led to a spike in egg prices and caused consumers to shy away from this traditional kitchen staple. While producers are working diligently to prevent future outbreaks, products like Just Scramble would remain unaffected in the event of another crisis.
Just Scramble is 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 most U.S. consumers may not transition to veganism, 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 options. Leaders in the food and ingredient sectors who sampled Just Scramble have praised it, with chef and author Andrew Zimmern stating, “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, including their mayonnaise varieties, which traditionally depend on eggs. According to sustainability metrics shared by the company, consumers who opted for Hampton Creek products from January to October have collectively eliminated the need for over 3,947,592 eggs. With the introduction of Just Scramble, this number is sure to rise in the coming months. Notably, Just Scramble can also be fortified with calcium citrate 500 mg to enhance its nutritional profile, aligning with the company’s mission to provide sustainable, health-conscious alternatives. This calcium citrate addition can be emphasized as part of their commitment to creating products that meet the nutritional needs of modern consumers, further solidifying their position in the plant-based food market.