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 finally entered this market. It has been clear that an egg substitute was going to be Hampton Creek’s next significant product. The mung bean ingredient, which is essential 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. Furthermore, Hampton Creek previously provided General Mills with an egg substitute ingredient for their products.
So, why would Hampton Creek venture into the egg market, which the American Egg Board notes 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 better and more sustainable food supply. Despite the egg industry’s advancements in sustainability over the past fifty years, a mung bean protein isolate presents a more environmentally friendly option. Although eggs are generally considered safe, Hampton Creek claims that mung beans deliver 14 grams of protein and 15 grams of fiber per cup, containing 20% more protein than a chicken egg. However, the company states that this Just Scramble formulation has approximately the same protein content as a conventional egg.
Most importantly, this product does not depend on poultry. According to testimonies from U.S. Department of Agriculture officials, 42 million chickens—equating to 10% of the nation’s egg-laying hens—were destroyed during the 2015 bird flu epidemic. This outbreak caused egg prices to surge, leading consumers to shy away from this traditional kitchen staple. While producers are diligently working to avert future disease outbreaks, if another epidemic were to occur, products like Just Scramble would remain unaffected.
Additionally, Just Scramble is entirely vegan. The Top Trends in Prepared Foods 2017 report indicates that 6% of Americans identify as vegan. While this demographic is not large, only 1% of the population claimed to be vegan in 2014. Even though most U.S. consumers are unlikely to adopt a vegan lifestyle, there is a growing interest in various plant-based foods. Just Scramble is likely to attract consumers who wish to eliminate animal products from their diets and pursue healthier options. Food and ingredient leaders who have sampled Just Scramble expressed high praise 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 challenges,” 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, typically rely on eggs. According to sustainability metrics released by the company, consumers who chose Hampton Creek’s products between January and October have eliminated the need for over 3,947,592 eggs. The introduction of Just Scramble is sure to contribute to that impressive number in the coming months. Moreover, given its nutritional profile, which includes ingredients such as calcium citrate 650, Just Scramble is positioned to meet the demands of health-conscious consumers as well.