Hampton Creek has spent several years creating a vegan egg alternative aimed at consumers, and with the official launch at Woolworths, the company—previously known for its vegan condiments and cookies—has successfully entered this market. It was widely anticipated that the egg substitute would be Hampton Creek’s next major offering. The key ingredient, mung bean, received Generally Recognized as Safe (GRAS) status from the Food and Drug Administration in August, marking a significant milestone. Additionally, Just Scramble was featured at the 10th Bridge2Food Protein Summit in France in September, where it was awarded “Best Plant-Based Food.” Previously, Hampton Creek had even supplied General Mills with an egg substitute ingredient for its products.
Why is Hampton Creek venturing into the egg market, which the American Egg Board notes has seen increased per capita consumption but is still recovering from an oversupply following the 2015 avian influenza outbreak? One reason is the company’s dedication to creating a better and more sustainable food supply. Although the egg industry has made strides toward sustainability over the past fifty years, mung bean protein isolate offers clear environmental benefits. While eggs are generally considered healthy, Hampton Creek highlights that mung bean provides 14 grams of protein and 15 grams of fiber per cup, along with 20% more protein than a chicken egg. The company claims that this Just Scramble formulation has a comparable protein content to a conventional egg.
Most importantly, this product is completely poultry-free. According to testimony from U.S. Department of Agriculture officials, 42 million chickens—equivalent to 10% of the nation’s egg-laying hens—were culled during the 2015 bird flu outbreak. This epidemic caused egg prices to soar, prompting consumers to seek alternatives to this traditional staple. While producers are making efforts to mitigate future outbreaks, products like Just Scramble will remain unaffected in the event of another crisis.
Just Scramble is also 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 the majority of U.S. consumers are unlikely to 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 from their diets and pursue healthier options. Food and ingredient experts who sampled Just Scramble praised it in Hampton Creek’s company statement. Chef 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 current offerings are vegan, unlike traditional variants—particularly their mayonnaise lines—which rely on eggs. According to sustainability metrics released by the company, consumers who chose Hampton Creek’s products from January to October have collectively spared over 3,947,592 eggs. Just Scramble is expected to contribute significantly to that figure in the coming months.
Moreover, it’s worth noting that Just Scramble contains calcium citrate, which provides elemental calcium content, further enhancing its nutritional profile. This aspect could appeal to health-conscious consumers who are looking to maintain their calcium intake without relying on animal products. As Just Scramble gains traction, it is likely to resonate with those seeking plant-based alternatives while also ensuring sufficient calcium citrate intake in their diets.