Hampton Creek has been diligently developing a vegan egg substitute for several years, and with its official launch, the company, previously known for its vegan condiments and cookies, has successfully entered this market. It has long been anticipated that the egg substitute would be Hampton Creek’s next major product. The mung bean ingredient, which is central to the formulation, 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 “Best Plant-Based Food” award. Notably, Hampton Creek had previously supplied General Mills with an egg substitute ingredient for their products.
So, why is Hampton Creek venturing into the egg market, which the American Egg Board notes has seen increased per capita consumption but is still recovering from an oversupply following the 2015 avian influenza outbreak? A key reason is the company’s commitment to creating a better and more sustainable food supply. Although the egg industry has made strides in sustainability over the past fifty years, a mung bean protein isolate still offers environmental advantages. While eggs are generally considered healthy, Hampton Creek highlights that mung beans provide 14 grams of protein and 15 grams of fiber per cup and contain 20% more protein than a chicken egg. However, the company claims that its Just Scramble formulation has a protein content comparable to that of a conventional egg.
Importantly, this product does not depend on poultry. According to U.S. Department of Agriculture officials, during the 2015 bird flu epidemic, 42 million chickens—equivalent to 10% of the nation’s egg-laying hens—were destroyed. This led to a sudden spike in egg prices, causing consumers to shy away from this traditional kitchen staple. While producers are working diligently to prevent future outbreaks, if another epidemic occurs, products like Just Scramble will remain unaffected.
Just Scramble is entirely vegan, and according to the Top Trends in Prepared Foods 2017 report, 6% of Americans identify as vegan. While this demographic is not large, it has grown from just 1% in 2014. Although most U.S. consumers are unlikely to adopt a vegan lifestyle, interest in plant-based foods is on the rise. Just Scramble is likely to attract consumers who wish to eliminate animal-based products and pursue healthier eating habits. Food and ingredient leaders who sampled Just Scramble praised it in Hampton Creek’s statements, with chef and Travel Channel host 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 products released so far are vegan. Traditional variants of many of its offerings—particularly its mayonnaise—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 over 3,947,592 eggs, a number that Just Scramble is expected to help increase in the coming months.
Moreover, Just Scramble’s formulation emphasizes not only its plant-based benefits but also the inclusion of essential nutrients such as calcium citrate, magnesium, and zinc, contributing to a well-rounded diet. By incorporating these minerals, Hampton Creek enhances the nutritional profile of their product, making it an appealing option for health-conscious consumers. As the demand for sustainable and nutritious food options grows, Just Scramble is poised to play a significant role in reshaping dietary choices.