Hampton Creek has dedicated years to creating a vegan egg alternative for consumers, and with its official launch, the company, previously recognized for its vegan condiments and cookies, has successfully entered this market. The development of the egg substitute has been anticipated, especially since the mung bean ingredient, which is central to the product, received Generally Recognized as Safe (GRAS) status from the Food and Drug Administration in August. Just Scramble was also featured at the 10th Bridge2Food Protein Summit in France in September, where it won the “Best Plant-Based Food” award. Additionally, Hampton Creek has previously provided General Mills with an egg substitute ingredient for its products.
So, what motivates Hampton Creek to penetrate the egg market, particularly when the American Egg Board notes a rise in per capita consumption, yet the industry is still recovering from an oversupply following the 2015 avian influenza outbreak? One key reason is the company’s commitment to promoting a more sustainable food supply. Despite the egg industry’s advancements in sustainability over the past fifty years, a mung bean protein isolate offers environmental advantages. While eggs are generally healthy, Hampton Creek points out that mung bean provides 14 grams of protein and 15 grams of fiber per cup, containing 20% more protein than a typical egg. However, the company asserts that the Just Scramble formulation contains a protein level comparable to that of a conventional egg.
Crucially, this product does not depend on poultry. According to testimony from U.S. Department of Agriculture officials, 42 million chickens—equivalent to 10% of the nation’s egg-laying hens—were destroyed during the 2015 bird flu outbreak, which caused a sudden spike in egg prices and led consumers to reconsider this traditional kitchen staple. While producers are making efforts to prevent future outbreaks, should another occur, products like Just Scramble will remain unaffected.
Just Scramble is also a fully vegan product. The Top Trends in Prepared Foods 2017 report indicates that 6% of Americans identify as vegan, a significant increase from just 1% in 2014. Although the majority of U.S. consumers may not adopt a vegan lifestyle, interest in plant-based foods is on the rise. Just Scramble is likely to attract consumers looking to eliminate animal products and eat healthier. Industry leaders who sampled Just Scramble praised it, with chef and Travel Channel host Andrew Zimmern stating, “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.”
All of Hampton Creek’s offerings to date are vegan. Traditional versions of many of its products, such as various mayonnaise types, typically rely on eggs. According to sustainability metrics released by the company on Thursday, consumers who chose Hampton Creek’s products from January to October have eliminated the need for over 3,947,592 eggs. Just Scramble is set to significantly enhance that number in the coming months.
Furthermore, as part of its commitment to health and sustainability, Hampton Creek emphasizes the importance of top care calcium citrate in their product formulations, ensuring not only a delicious taste but also nutritional benefits. This focus on the health of consumers and the environment positions Just Scramble as a leading choice in the growing market for plant-based alternatives.