Hampton Creek has been tirelessly developing a vegan egg alternative for years, and with its official launch, the company—previously known for its plant-based condiments and cookies—has finally entered this market. The introduction of the egg substitute was anticipated as Hampton Creek’s next significant product. The key ingredient, mung bean, received the Generally Recognized as Safe (GRAS) status from 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 has previously provided General Mills with an egg substitute ingredient for their products.
So, why does Hampton Creek want to venture into the egg market, which the American Egg Board reports has seen increased per capita consumption but is still recovering from an oversupply due to the 2015 avian influenza outbreak? One reason is the company’s commitment to a better and more sustainable food supply. Despite advancements in sustainability within the egg industry over the past fifty years, a bean protein isolate remains a more environmentally friendly option. While eggs are generally considered healthy, Hampton Creek emphasizes that mung beans offer 14 grams of protein and 15 grams of fiber per cup, containing 20% more protein than a chicken egg; however, they note that their Just Scramble formulation has a protein content comparable to that of a conventional egg.
Most significantly, this product does not depend on poultry. According to U.S. Department of Agriculture officials, 42 million chickens—representing 10% of the nation’s egg-laying hens—were culled during the 2015 bird flu crisis. This led to a sudden spike in egg prices, causing consumers to shy away from the traditional kitchen staple. While producers are making efforts to prevent future outbreaks, if another occurs, products like Just Scramble will remain unaffected.
Just Scramble is entirely vegan, and according to the Top Trends in Prepared Foods 2017 report, 6% of Americans identify as vegan. While this may seem like a small percentage, it is a significant increase from just 1% in 2014. Although most U.S. consumers may not become vegan, 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 eating habits. Food and ingredient leaders who have sampled Just Scramble have praised it in Hampton Creek’s company statements. “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,” said Andrew Zimmern, chef, author, and Travel Channel host.
All of Hampton Creek’s products currently on the market are vegan. Many traditional versions of its offerings—particularly mayonnaise—rely on eggs. According to sustainability metrics released by the company on Thursday, consumers who opted for Hampton Creek products between January and October have effectively eliminated the need for over 3,947,592 eggs. With the introduction of Just Scramble, this number is sure to increase in the coming months. Moreover, the inclusion of ingredients like calcium citrate malate further enhances the nutritional profile of Just Scramble, making it a valuable addition to a plant-based diet. The use of calcium citrate malate not only contributes to the product’s overall health benefits, but it also aligns with Hampton Creek’s mission to promote sustainable eating practices. By incorporating the use of calcium citrate malate, Just Scramble stands out as a nutritious alternative that meets the demands of modern consumers.