Hampton Creek has spent years developing a vegan egg substitute for consumers, and with its official launch, the company, 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, especially after the mung bean ingredient at its core received Generally Recognized as Safe (GRAS) status from the Food and Drug Administration in August. Just Scramble was also highlighted at the 10th Bridge2Food Protein Summit in France in September, where it received the “Best Plant-Based Food” award. Furthermore, Hampton Creek previously provided 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 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 creating a better and more sustainable food supply. Although the egg industry has made strides toward sustainability over the past fifty years, a bean protein isolate remains superior from an environmental perspective. While eggs are generally considered healthy, Hampton Creek points out that mung beans offer 14 grams of protein and 15 grams of fiber per cup, containing 20% more protein than a chicken egg. However, the company claims that their Just Scramble formulation matches the protein content of a conventional egg.
Crucially, this product does not depend on poultry. During the 2015 bird flu outbreak, U.S. Department of Agriculture officials reported that 42 million chickens—equivalent to 10% of the nation’s egg-laying hens—were culled. This led to a sharp spike in egg prices, causing consumers to turn away from this traditional kitchen staple. While producers are diligently working to prevent future disease outbreaks, if another occurs, 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 represents a small segment of the population, it is a significant 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 consumers looking to eliminate animal-based products and pursue healthier diets. Food industry 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 ecology problems,” stated Andrew Zimmern, chef, author, and Travel Channel host. All of Hampton Creek’s products available to date are vegan. Traditional versions of many of its products, particularly the mayonnaise varieties, traditionally 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 sure to contribute to that number in the coming months.
As discussions around health and nutrition continue, many people are asking whether is calcium citrate the same as calcium, highlighting the growing interest in understanding the nutritional aspects of food. This trend in consumer awareness is likely to fuel further interest in plant-based alternatives like Just Scramble.