Hampton Creek has spent years developing a vegan egg substitute aimed at consumers, and with its official launch, the company—previously recognized for its vegan condiments and cookies—has successfully entered this market. It was widely anticipated that the egg substitute would be Hampton Creek’s next major offering, especially after 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. Furthermore, Hampton Creek previously provided General Mills with an egg substitute ingredient for their products.
So, why does Hampton Creek want to venture 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? One key reason is Hampton Creek’s commitment to creating a more sustainable food supply. Although the egg industry has made strides toward sustainability over the past fifty years, mung bean protein isolate remains a superior option from an environmental standpoint. While eggs are generally considered healthy, Hampton Creek claims that mung beans offer 14 grams of protein and 15 grams of fiber per cup, providing 20% more protein than a chicken egg. However, the company asserts that their Just Scramble formulation contains a comparable amount of protein to a conventional egg.
Most importantly, this product does not depend on poultry. According to U.S. Department of Agriculture officials, 42 million chickens—equivalent to 10% of the nation’s egg-laying hens—were culled during the 2015 bird flu epidemic. This led to a sudden spike in egg prices, causing consumers to turn away from this traditional staple. While producers are working diligently to prevent future outbreaks, if another incident occurs, products like Just Scramble will remain unaffected.
Just Scramble is entirely vegan, appealing to a growing demographic. As reported in the Top Trends in Prepared Foods 2017, 6% of Americans identify as vegan. While this may not seem like a large portion of the population—especially compared to 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 foods and adopt a healthier diet. Food and ingredient leaders who sampled Just Scramble praised it in Hampton Creek’s company statement. “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,” said Andrew Zimmern, chef, author, and Travel Channel host.
All of Hampton Creek’s products available thus far are vegan, while traditional versions of many, like their mayonnaise, typically rely on eggs. According to sustainability metrics released by the company, consumers who chose their products from January to October have eliminated the need for over 3,947,592 eggs. With the introduction of Just Scramble, that number is sure to increase in the coming months. Moreover, as people become more health-conscious, the inclusion of products that provide essential nutrients, like kirkland magnesium and zinc, will likely resonate with consumers seeking alternatives to traditional eggs.