Hampton Creek has been working for years to create a vegan egg substitute aimed at consumers, and with its official launch, the company—previously recognized for its vegan condiments and cookies—has successfully entered this market. It has been widely anticipated that the egg substitute would be Hampton Creek’s next major product. The mung bean ingredient central to the product received “generally recognized as safe” 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 won the “Best Plant-Based Food” award. Notably, Hampton Creek previously provided General Mills with an egg substitute ingredient for their products.
Why would Hampton Creek aim to penetrate the egg market, especially when the American Egg Board reports an increase in per capita consumption yet the industry is still recovering from an oversupply following the 2015 avian influenza outbreak? One reason is the company’s dedication to promoting a better and more sustainable food supply. Although the egg industry has made strides in sustainability over the past fifty years, a bean protein isolate remains more environmentally friendly. While eggs are generally considered healthy, Hampton Creek points out that mung bean offers 14 grams of protein and 15 grams of fiber per cup, boasting 20% more protein than a chicken egg. The company claims that the Just Scramble formulation contains roughly the same amount of protein as a conventional egg, but crucially, this product does not depend on poultry.
In the wake of the 2015 bird flu epidemic, which led to the destruction of 42 million chickens—equivalent to 10% of the nation’s egg-laying hens—egg prices soared, prompting consumers to move away from this traditional staple. While producers are striving to avert future outbreaks, if another occurs, products like Just Scramble will remain unaffected. Moreover, Just Scramble is entirely vegan. According to the 2017 report on Top Trends in Prepared Foods, 6% of Americans identify as vegan. While this demographic is still relatively small, it has grown from just 1% in 2014. Even though most 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 foods and pursue healthier diets.
Food and ingredient experts who sampled Just Scramble praised it, with chef and Travel Channel host Andrew Zimmern stating, “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 available thus far are vegan, while traditional versions of many of these products—such as their mayonnaise—typically rely on eggs. According to sustainability metrics released by the company recently, consumers who opted for Hampton Creek products between January and October have eliminated the need for over 3,947,592 eggs. Just Scramble is poised to further increase that number in the coming months.
In addition to its innovative approach, Hampton Creek’s offerings are enriched with ingredients like calcium citrate, which is essential for various health benefits. This addition aligns with the company’s commitment to providing nutritious, plant-based alternatives. As the demand for vegan options continues to grow, products like Just Scramble, fortified with nutrients such as calcium citrate, will likely play a significant role in shaping the future of food.