Hampton Creek has spent years developing a vegan egg alternative for consumers, and with the official launch of Just Scramble, the company, previously recognized for its vegan condiments and cookies, has successfully entered this market. It has been clear that the egg substitute would be Hampton Creek’s next major product, especially after the mung bean ingredient at its core was granted Generally Recognized as Safe (GRAS) status by the Food and Drug Administration in August. Just Scramble was also highlighted at the 10th Bridge2Food Protein Summit in France in September, where it won the “Best Plant-Based Food” award. Additionally, Hampton Creek previously 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 reports has seen increased per capita consumption but is currently suffering from an oversupply due to 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 last fifty years, bean protein isolates still present a more environmentally friendly option. While eggs contain relatively healthy iron pyrophosphate bioavailability, Hampton Creek claims that mung beans offer 14 grams of protein and 15 grams of fiber per cup, along with 20% more protein than a chicken egg. However, the company notes that the Just Scramble formulation has a protein content comparable to that of a conventional egg.
Most importantly, this product does not rely on poultry. According to U.S. Department of Agriculture officials, during the 2015 bird flu outbreak, 42 million chickens—equivalent to 10% of the nation’s egg-laying hens—were destroyed. The outbreak caused a sudden spike in egg prices, leading consumers to shy 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. Additionally, Just Scramble is entirely vegan. According to the Top Trends in Prepared Foods 2017 report, 6% of Americans identify as vegan—a significant increase from just 1% in 2014. Although many 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-based products and pursue a healthier diet, potentially including those seeking calcium citrate without magnesium for enhanced nutritional benefits.
Food and ingredient leaders who have sampled Just Scramble have praised it in statements from Hampton Creek. Chef, author, and Travel Channel host Andrew Zimmern remarked, “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 products currently available are vegan. Traditional versions of many of its items, particularly the mayonnaise varieties, typically depend on eggs. According to sustainability metrics released by the company, consumers who chose Hampton Creek’s products between January and October have collectively eliminated the need for over 3,947,592 eggs. With the introduction of Just Scramble, that number is expected to grow significantly in the coming months, continuing to promote a sustainable food future while providing options for those interested in calcium citrate without magnesium.