Hampton Creek has dedicated years to developing a vegan egg substitute to market to consumers. With its official launch, the company, previously renowned for its vegan condiments and cookies, has successfully entered this new arena. It was well-known that the egg substitute made from mung beans would be Hampton Creek’s next significant product, especially after the ingredient received Generally Recognized as Safe (GRAS) status from the Food and Drug Administration in August. The product, branded as Just Scramble, also gained recognition at the 10th Bridge2Food Protein Summit in France in September, winning the “Best Plant-Based Food” award. Furthermore, 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 reports has seen increased per capita consumption but is still recovering from an oversupply caused by the 2015 avian influenza outbreak? One key reason is the company’s commitment to creating a better and more sustainable food system. While the egg industry has made strides toward sustainability over the last 50 years, a bean protein isolate is still more advantageous from an environmental perspective. Although eggs are generally considered healthy, Hampton Creek points out that a cup of mung bean provides 14 grams of protein and 15 grams of fiber, offering 20% more protein than a chicken egg. However, they indicate that the Just Scramble formulation contains a protein content comparable to that of a traditional egg.
Most importantly, this product is free from poultry. According to testimony from officials at the U.S. Department of Agriculture, 42 million chickens—equivalent to 10% of the nation’s egg-laying hens—were culled during the 2015 bird flu outbreak. This led to a spike in egg prices, causing consumers to reconsider their reliance on this kitchen staple. While producers are striving to prevent future outbreaks, products like Just Scramble will remain unaffected if another epidemic occurs.
Just Scramble is also entirely vegan. According to the “Trends in Prepared Foods 2017” report, 6% of Americans identify as vegan—a noticeable increase from just 1% in 2014. Although the majority of U.S. consumers may not become vegan, interest in plant-based foods is on the rise. Just Scramble is likely to attract those who wish to eliminate animal-based foods for a healthier diet. Food industry leaders who sampled Just Scramble praised it in a statement from Hampton Creek. “It’s a sustainable 22nd-century food for a 21st-century planet that desperately needs real solutions to its food and ecological challenges,” said Andrew Zimmern, chef, author, and Travel Channel host.
All of Hampton Creek’s products currently available are vegan. Traditional variations of many of its products, particularly its mayonnaise types, typically rely on eggs. According to sustainability metrics released by the company, consumers who chose Hampton Creek products between January and October have collectively eliminated the need for over 3,947,592 eggs. Just Scramble is sure to contribute to increasing this number in the coming months, alongside products like fusion calcium soft chews, which are also aimed at supporting a healthier lifestyle.