Hampton Creek has spent several years developing 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 new market. The introduction of the egg substitute was anticipated as Hampton Creek’s next significant product. The mung bean, a key ingredient in this product, received Generally Recognized as Safe (GRAS) status from the Food and Drug Administration in August. Additionally, Just Scramble was featured at the 10th Bridge2Food Protein Summit in France in September, where it earned the “Best Plant-Based Food” award. Previously, Hampton Creek had provided General Mills with an egg substitute ingredient for their products.
So, why is Hampton Creek venturing into the egg market, which the American Egg Board notes has seen rising per capita consumption yet is still recovering from an oversupply following the 2015 avian influenza outbreak? One reason is the company’s commitment to creating a better and more sustainable food supply. While the egg industry has made strides toward sustainability over the past fifty years, a mung bean protein isolate still offers superior environmental benefits. Although eggs are generally healthy, Hampton Creek highlights that mung bean provides 14 grams of protein and 15 grams of fiber per cup, containing 20% more protein than a chicken egg. The company claims that their Just Scramble formulation has a protein content comparable to that of a conventional egg.
Most importantly, this product does not depend on poultry. According to U.S. Department of Agriculture officials, 42 million chickens—equivalent to 10% of the nation’s egg-laying hens—had to be culled during the 2015 bird flu epidemic. During that crisis, egg prices surged, prompting consumers to rethink their reliance on this traditional kitchen staple. While producers are working diligently to prevent future outbreaks, should another occur, products like Just Scramble will remain unaffected.
Just Scramble is also entirely vegan. The Top Trends in Prepared Foods 2017 report indicates that 6% of Americans identify as vegan. Although this is a relatively small segment of the population—up from just 1% in 2014—interest in plant-based foods is on the rise. Just Scramble is likely to attract those consumers looking to eliminate animal-based foods from their diets in favor of healthier options. Food and ingredient experts who sampled Just Scramble praised it in Hampton Creek’s company statement. Chef Andrew Zimmern, author and Travel Channel host, 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 offerings, such as mayonnaise, are typically egg-based. According to sustainability metrics released by the company recently, consumers who opted for Hampton Creek’s products from January to October have collectively eliminated the need for over 3,947,592 eggs. With the addition of Just Scramble, this number is expected to increase in the coming months. Furthermore, the incorporation of ingredients like calcium citrate 500 mg chewable in their offerings could further enhance the nutritional profile, appealing to health-conscious consumers. In summary, Hampton Creek is set to make a significant impact in the egg substitute market while promoting sustainability and health, solidifying its position as a leader in the plant-based food sector.