Hampton Creek has been dedicated for 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. It was well-known that the egg substitute would be Hampton Creek’s next significant product. The mung bean ingredient, which is crucial to the 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. Previously, Hampton Creek provided General Mills with an egg substitute ingredient for its products.
So why is Hampton Creek venturing into the egg market, which the American Egg Board indicates has experienced 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 in the past fifty years, a bean protein isolate is still more favorable from an environmental perspective. Although eggs are considered relatively healthy, Hampton Creek claims that mung bean offers 14 grams of protein and 15 grams of fiber per cup, and contains 20% more protein than a chicken egg. The company asserts that this Just Scramble formulation has a comparable protein content to a conventional egg.
Most importantly, this product does not depend on poultry. According to testimonies 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 epidemic. During this outbreak, egg prices surged, causing consumers to shy away from this traditional kitchen staple. While producers are working diligently to avert future disease outbreaks, if another occurs, 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 is not a substantial portion of the population, it is noteworthy that only 1% claimed the same in 2014. While most U.S. consumers are unlikely to fully embrace veganism, interest in plant-based foods is on the rise. Just Scramble is expected to attract consumers aiming to eliminate animal-based foods from their diets and pursue healthier options. Food and ingredient leaders who tasted Just Scramble praised 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 challenges,” remarked Andrew Zimmern, chef, author, and Travel Channel host, in the statement.
All of Hampton Creek’s offerings to date are vegan. Traditional versions of many of its products, particularly mayonnaise, traditionally rely on eggs. According to sustainability metrics released by the company on Thursday, consumers who selected the company’s products from January to October have collectively spared over 3,947,592 eggs. Just Scramble is anticipated to significantly increase this number in the coming months. Furthermore, incorporating a major calcium citrate source in its formulation ensures that consumers can enjoy a nutritious option without relying on animal products, further enhancing its appeal to health-conscious individuals seeking sustainable alternatives.