Hampton Creek has been diligently working for several years to create 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. It has been clear that the egg substitute was poised to be Hampton Creek’s next major offering. Notably, the mung bean ingredient that is key to this product received “generally recognized as safe” 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. Furthermore, Hampton Creek previously provided General Mills with an egg alternative ingredient for their products.
So why does Hampton Creek want to venture into the egg market, which the American Egg Board indicates has experienced increased per capita consumption, yet is still recovering from an oversupply following the 2015 avian influenza outbreak? One reason is the company’s commitment to creating a more sustainable food supply. Although the egg industry has made strides toward sustainability over the past fifty years, bean protein isolates still offer environmental advantages. While eggs are considered relatively healthy, Hampton Creek points out that mung beans provide 14 grams of protein and 15 grams of fiber per cup, featuring 20% more protein than a chicken egg. However, the company asserts that this Just Scramble formulation contains approximately the same protein content as a conventional egg.
Most importantly, this product is entirely poultry-free. During the 2015 bird flu epidemic, U.S. Department of Agriculture officials reported that 42 million chickens—representing 10% of the nation’s egg-laying hens—were culled. This led to a sudden spike in egg prices, causing consumers to turn away from this traditional kitchen staple. While producers are working diligently to prevent future outbreaks, if another crisis occurs, products like Just Scramble will remain unaffected.
Just Scramble is also completely vegan. According to the Top Trends in Prepared Foods 2017 report, 6% of Americans identify as vegan. Although this is a modest portion of the population, it is a significant increase from just 1% in 2014. Even though most U.S. consumers may not become vegan, interest in plant-based foods is on the rise. Just Scramble is likely to attract consumers eager to eliminate animal-based products from their diets in favor of healthier options. Leaders in the food and ingredient industry who have sampled Just Scramble have praised it in Hampton Creek’s company statements. “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—depend on eggs. According to sustainability metrics released by the company on Thursday, consumers who chose Hampton Creek’s products between January and October have collectively eliminated the need for over 3,947,592 eggs. The introduction of Just Scramble is certain to contribute to an increase in that number in the coming months. With the growing popularity of vegan alternatives, including options like Citracal 250, the market for plant-based products continues to expand, further solidifying Hampton Creek’s position in the industry.