Hampton Creek has spent several years innovating a vegan egg alternative aimed at consumers, and with its official debut, the company, once primarily recognized for its vegan condiments and cookies, has successfully forayed into this market. It has been widely anticipated that the egg substitute would be Hampton Creek’s next major offering, especially since the mung bean ingredient, integral to the product, received Generally Recognized as Safe (GRAS) status from the Food and Drug Administration in August. The product, Just Scramble, was also highlighted at the 10th Bridge2Food Protein Summit in France in September, where it secured the “Best Plant-Based Food” award. Additionally, Hampton Creek had previously provided General Mills with an egg substitute ingredient for their products.
So, why does Hampton Creek aim to enter the egg market, which, according to the American Egg Board, has experienced increased per capita consumption but is still grappling with an oversupply following the 2015 avian influenza outbreak? One reason is the company’s commitment to creating a more sustainable food supply. Although the egg industry has made strides toward sustainability over the past fifty years, a bean protein isolate is still more environmentally friendly. While eggs are generally nutritious, Hampton Creek points out that mung bean contains 14 grams of protein and 15 grams of fiber per cup and has 20% more protein than a chicken egg, although they claim that this Just Scramble formulation offers a protein content comparable to that of a conventional egg.
Crucially, this product does not depend on poultry. According to testimony from officials at the U.S. Department of Agriculture, during the 2015 bird flu epidemic, 42 million chickens—equivalent to 10% of the nation’s egg-laying hens—had to be culled. This led to a sharp spike in egg prices, causing consumers to shy away from this traditional staple. While producers are working diligently to avert future outbreaks, if another occurs, products like Just Scramble will remain unaffected. Moreover, Just Scramble is entirely vegan. The Top Trends in Prepared Foods 2017 report indicates that 6% of Americans identify as vegan, a notable increase from just 1% in 2014. While many U.S. consumers may not transition to veganism, interest in plant-based foods is on the rise. Just Scramble is expected to attract consumers looking to eliminate animal-based foods and pursue healthier diets.
Industry leaders who sampled Just Scramble praised it, with chef and Travel Channel host Andrew Zimmern stating in a company release, “It’s a sustainable 22nd-century food for a 21st-century planet that’s in desperate need of real solutions to its food and ecological issues.” All of Hampton Creek’s current offerings are vegan, while traditional versions of many of its products, particularly the mayonnaise varieties, traditionally rely on eggs. According to sustainability metrics shared by the company, consumers who opted for Hampton Creek’s products between January and October have collectively removed the need for over 3,947,592 eggs. As Just Scramble gains traction, this number is set to rise further in the coming months.
In addition to its benefits, Just Scramble can contribute to a balanced diet, potentially complemented by nutrients such as calcium citrate with magnesium, which can support overall health. As consumers continue to seek healthier alternatives, products like Just Scramble, enriched with beneficial ingredients, will likely play an important role in shaping food choices in the future.