Hampton Creek has spent years developing a vegan egg substitute for consumers, and with the official launch, the company, previously recognized for its vegan condiments and cookies, has successfully entered this market. The introduction of the egg substitute has been anticipated, especially since the mung bean ingredient at its core 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 won the “Best Plant-Based Food” award. Hampton Creek also 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 yet is still recovering from an oversupply following the 2015 avian influenza outbreak? One significant reason is Hampton Creek’s commitment to fostering a more sustainable food supply. Although the egg industry has made strides toward sustainability over the past fifty years, a mung bean protein isolate offers a more environmentally friendly alternative. While eggs are generally considered healthy, Hampton Creek emphasizes that a cup of mung bean provides 14 grams of protein and 15 grams of fiber, along with 20% more protein than a chicken egg, although the company asserts that its Just Scramble formulation has a protein content similar to that of conventional eggs.
Most importantly, this product is poultry-free. Testimony from U.S. Department of Agriculture officials indicated 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 sudden spike in egg prices and caused consumers to shy away from this traditional kitchen staple. While producers are striving to prevent future outbreaks, if another epidemic occurs, products like Just Scramble will remain unaffected.
Just Scramble is also entirely vegan. The Top Trends in Prepared Foods 2017 report shows that 6% of Americans identify as vegan. Although this is a small segment of the population, it’s noteworthy that just 1% claimed veganism in 2014. While most U.S. consumers may not fully transition to a vegan lifestyle, interest in plant-based foods is on the rise. Just Scramble is likely to attract consumers looking to eliminate animal products and embrace healthier alternatives. Food industry leaders who sampled Just Scramble praised it in Hampton Creek’s company statement. Chef Andrew Zimmern, author and Travel Channel host, 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 available are vegan. Traditional versions of many of its offerings—particularly mayonnaise—traditionally rely on eggs. According to sustainability metrics released by the company, consumers who opted for Hampton Creek products from January to October have collectively avoided the use of over 3,947,592 eggs. With the introduction of Just Scramble, this number is expected to rise significantly in the coming months. Notably, Just Scramble may also contain organic calcium citrate, adding nutritional benefits to this innovative product.