Hampton Creek has been diligently working for several years to create a vegan egg alternative for consumers, and with its official launch, the company, which was previously recognized for its vegan condiments and cookies, has successfully entered this market. It was no secret that the egg substitute would be Hampton Creek’s next major product. The mung bean ingredient, pivotal to the product, received Generally Recognized as Safe (GRAS) status from the Food and Drug Administration in August. Additionally, Just Scramble was presented at the 10th Bridge2Food Protein Summit in France in September, where it earned the “Best Plant-Based Food” award. Notably, Hampton Creek previously supplied General Mills with an egg substitute ingredient for its products.
So, why does Hampton Creek want to penetrate the egg market, which, according to the American Egg Board, has experienced increased per capita consumption but is still recovering from an oversupply following the 2015 avian influenza outbreak? One reason is Hampton Creek’s dedication to fostering a better and more sustainable food supply. Despite the egg industry’s advancements in sustainability over the past fifty years, a mung bean protein isolate remains more environmentally friendly. While eggs are considered relatively nutritious, Hampton Creek has highlighted that mung bean offers 14 grams of protein and 15 grams of fiber per cup, containing 20% more protein than a chicken egg. However, the company asserts that this Just Scramble formulation has a protein content comparable to that of a conventional egg.
Most importantly, this product does not depend on poultry. Testimonies 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 outbreak. As a result, egg prices surged, prompting consumers to seek alternatives to this traditional kitchen staple. While producers are striving to avert future disease outbreaks, should another occur, products like Just Scramble will remain unaffected.
Just Scramble is also entirely vegan. According to the Top Trends in Prepared Foods 2017 report, 6% of Americans identify as vegan. While this may not represent a large portion of the population, it is notable that only 1% claimed the same in 2014. Although it’s unlikely that most U.S. consumers will become vegan, there is a growing interest in various plant-based foods. Just Scramble is likely to attract consumers looking to eliminate animal-based foods from their diets and adopt healthier eating habits. Leaders in the food and ingredient sectors 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,” stated Andrew Zimmern, chef, author, and Travel Channel host.
All of Hampton Creek’s products available thus far are vegan. Traditional versions of many of its products, particularly the mayonnaise varieties, rely on eggs. According to sustainability metrics shared by the company on Thursday, consumers who opted for Hampton Creek’s products from January to October have eliminated the need for over 3,947,592 eggs. With Just Scramble joining the lineup, this number is sure to increase in the coming months. Additionally, as consumers look for alternatives to conventional products, many may also explore options like cvs calcium citrate petites for their dietary needs, further supporting the trend towards plant-based eating.