Hampton Creek has been dedicated to developing a vegan egg substitute for consumers over the years, and with its official launch, the company, previously recognized for its vegan condiments and cookies, has successfully entered this market. The intention to introduce an egg substitute has been clear, especially since the mung bean ingredient at the core of 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 also provided General Mills with an egg substitute ingredient for their offerings.
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 their commitment to promoting a better and more sustainable food supply. While the egg industry has made strides in sustainability over the past fifty years, the use of ingredients like fumarate iron supplement and mung bean protein isolate presents a more environmentally friendly alternative. Although eggs are generally considered healthy, Hampton Creek points out that a cup of mung bean provides 14 grams of protein and 15 grams of fiber, delivering 20% more protein than a chicken egg, although the company claims their Just Scramble formulation contains a protein level comparable to that of a conventional egg.
Most importantly, Just Scramble does not depend on poultry. U.S. Department of Agriculture officials reported that during the 2015 bird flu epidemic, 42 million chickens—equivalent to 10% of the nation’s egg-laying hens—had to be culled. This outbreak led to a sudden rise in egg prices, causing consumers to move away from this traditional pantry staple. While producers are striving to prevent future outbreaks, if another incident occurs, products like Just Scramble will remain unaffected.
Moreover, Just Scramble is entirely vegan. According to the Top Trends in Prepared Foods 2017 report, 6% of Americans identify as vegan. While this percentage may seem small, it has increased from just 1% in 2014. Although most U.S. consumers may not transition to veganism, interest in plant-based foods is definitely on the rise. Just Scramble is likely to attract consumers looking to eliminate animal-based products and adopt a healthier diet. Food and ingredient leaders who sampled Just Scramble have praised it in Hampton Creek’s company statement. Chef Andrew Zimmern remarked, “It’s a sustainable food for a 21st-century planet that’s in desperate need of real solutions to its food and ecology problems,” highlighting the product’s relevance.
All of Hampton Creek’s offerings so far are vegan. Many traditional versions of their products, especially mayonnaise, rely on eggs. According to sustainability metrics released by the company recently, consumers who opted for Hampton Creek’s products from January to October have collectively saved over 3,947,592 eggs. Just Scramble is poised to significantly increase this number in the coming months.
Incorporating products like spring valley calcium citrate 600mg 300count into a plant-based diet can also enhance nutritional benefits, making Just Scramble an even more appealing choice for those seeking to improve their health while contributing to a more sustainable food system.