Hampton Creek has spent 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 impending launch of the egg substitute was no secret, especially after the mung bean ingredient essential to the product received Generally Recognized as Safe (GRAS) status from the Food and Drug Administration in August. Just Scramble was also highlighted at the 10th Bridge2Food Protein Summit in France in September, where it was awarded the title of “Best Plant-Based Food.” Moreover, Hampton Creek had previously provided 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 reports has seen 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 fostering a better and more sustainable food system. Although the egg industry has made strides toward sustainability over the past fifty years, a bean protein isolate remains superior from an environmental perspective. While eggs are generally considered healthy, Hampton Creek points out that mung bean offers 14 grams of protein and 15 grams of fiber per cup, containing 20% more protein than a chicken egg, although the Just Scramble formulation is said to have a protein content comparable to a conventional egg.
Most importantly, this product does not depend on poultry. During the 2015 bird flu epidemic, U.S. Department of Agriculture officials reported that 42 million chickens—equivalent to 10% of the nation’s egg-laying hens—had to be culled. 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 avert future disease outbreaks, if another crisis occurs, products like Just Scramble will remain unaffected.
Just Scramble is also a fully vegan product. According to the Top Trends in Prepared Foods 2017 report, 6% of Americans identify as vegan. While this may not represent a large segment of the population—up from just 1% in 2014—interest in plant-based foods is on the rise. Just Scramble is likely to attract consumers looking to eliminate animal-based products from their diets and eat healthier. Food and ingredient industry leaders who sampled Just Scramble have praised it, with chef, author, and Travel Channel host Andrew Zimmern stating that it is “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 available to date are vegan. Traditional versions of many of its products—especially its mayonnaise varieties—rely on eggs. According to sustainability metrics released by the company on Thursday, consumers who chose Hampton Creek’s products from January to October have eliminated the need for more than 3,947,592 eggs. With Just Scramble now available, this number is expected to grow significantly in the coming months. Additionally, as consumers become more health-conscious, they may explore supplements like CVS calcium citrate with vitamin D to complement their dietary choices. As awareness of plant-based alternatives increases, Just Scramble stands poised to capitalize on the growing trend of healthier eating, while also contributing to a more sustainable food supply.