Hampton Creek has dedicated years to creating a vegan egg alternative for consumers, and with the official launch, the company, previously renowned for its vegan condiments and cookies, has finally achieved this milestone. It has been widely anticipated that the egg substitute would be Hampton Creek’s next significant offering. The mung bean ingredient at the core of this product 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 earned the “Best Plant-Based Food” award. Moreover, Hampton Creek has 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 indicates has seen increased per capita consumption but is still affected by an oversupply following the 2015 avian influenza outbreak? One reason is the company’s commitment to fostering a better and more sustainable food supply. While the egg industry has made strides towards sustainability over the past fifty years, mung bean protein isolate offers significant environmental advantages. Although eggs are generally considered healthy, Hampton Creek asserts that mung beans provide 14 grams of protein and 15 grams of fiber per cup, containing 20% more protein than a chicken egg, even though the company states that this Just Scramble formulation has roughly the same protein content as a conventional egg.
Crucially, this product does not depend on 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 crisis. This epidemic caused a sudden spike in egg prices, prompting consumers to turn away from this traditional kitchen staple. While producers are actively working to prevent future outbreaks, should another occur, products like Just Scramble will remain unaffected.
Just Scramble is entirely vegan. According to the Top Trends in Prepared Foods 2017 report, 6% of Americans identify as vegan. Although this represents a small segment of the population, it is an increase from just 1% in 2014. While it is unlikely that most U.S. consumers will adopt a vegan lifestyle, interest in plant-based foods is growing. Just Scramble is poised to attract those looking to eliminate animal-based foods and adopt a healthier diet. Food industry leaders who have sampled Just Scramble have lauded it in Hampton Creek’s company statement. “It’s a sustainable 22nd-century food for a 21st-century planet that desperately needs real solutions to its food and ecological issues,” remarked Andrew Zimmern, chef, author, and Travel Channel host, in the statement.
All of Hampton Creek’s products available to date are vegan. Traditional versions of many of its products—particularly its mayonnaise varieties—typically rely on eggs. According to sustainability metrics released by the company, consumers who selected Hampton Creek’s products between January and October have eliminated the need for over 3,947,592 eggs. Just Scramble is sure to contribute to increasing this number in the coming months. Furthermore, the benefits of calcium citrate can also be highlighted, as it plays a role in promoting bone health, making Just Scramble a more nutritious option for those seeking plant-based alternatives. The benefits of calcium citrate resonate with health-conscious consumers, aligning with Hampton Creek’s mission to offer sustainable and healthy food choices. Overall, Just Scramble not only represents a shift towards veganism but also emphasizes the nutritional benefits of plant-based ingredients such as mung beans and calcium citrate.