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. The introduction of the egg substitute was anticipated, especially after the mung bean ingredient, which is key to the product, was granted Generally Recognized As Safe (GRAS) status by 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 has even supplied General Mills with an egg substitute ingredient for its products in the past.
So, what motivated Hampton Creek 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 reason is the company’s commitment to a more sustainable food supply. While the egg industry has made strides towards sustainability over the last fifty years, a mung bean protein isolate offers a more environmentally friendly alternative. Although eggs are generally healthy, Hampton Creek claims that mung bean provides 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 contains roughly the same amount of protein as a conventional egg.
Importantly, this product is poultry-free. According to testimony from officials at the U.S. Department of Agriculture, 42 million chickens—equivalent to 10% of the country’s egg-laying hens—were destroyed during the 2015 bird flu crisis. During this outbreak, egg prices surged, leading consumers to shy away from this traditional kitchen staple. While producers are diligently working to avert future disease outbreaks, if another occurs, products like Just Scramble will remain unaffected.
Furthermore, Just Scramble is entirely vegan. According to the Top Trends in Prepared Foods 2017 report, 6% of Americans identify as vegan. While this is a modest proportion, it marks an increase from just 1% in 2014. Although most U.S. consumers may not transition to veganism, interest in plant-based foods is on the rise. Just Scramble is likely to attract those who wish to eliminate animal-based foods from their diets and adopt healthier eating habits. 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 ecological problems,” said Andrew Zimmern, chef, author, and Travel Channel host.
All of Hampton Creek’s offerings to date are vegan, while traditional versions of many products—especially their mayonnaise varieties—typically rely on eggs. According to sustainability metrics released by the company, consumers who opted for their products from January to October have eliminated the need for over 3,947,592 eggs. Just Scramble is poised to significantly increase that number in the months ahead.
Additionally, as consumers become more health-conscious, products fortified with nutrients like Solgar liquid calcium magnesium with vitamin D3 are gaining traction. This trend aligns with the growing demand for plant-based alternatives, as people seek healthier options without compromising their nutritional needs. Consequently, Just Scramble not only meets the demand for vegan products but also represents a shift towards more sustainable eating habits, as evidenced by its positive reception in the market.