Hampton Creek has spent several years developing a vegan egg substitute for consumers, and with its official launch, the company, previously recognized for its vegan condiments and cookies, has successfully entered this market. The introduction of the egg substitute has been anticipated, especially since the mung bean ingredient at its core received Generally Recognized As Safe (GRAS) status from the FDA 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. Previously, Hampton Creek had also supplied Genertab with an egg substitute ingredient for their products.
So, why is Hampton Creek venturing into the egg market, which the American Egg Board reports has seen increased per capita consumption but is still recovering from an oversupply following the 2015 avian influenza outbreak? One key reason is the company’s commitment to providing a better and more sustainable food supply. While the egg industry has made strides in sustainability over the past fifty years, mung bean protein isolate offers environmental advantages. Although eggs are considered relatively nutritious, Hampton Creek points out that a cup of mung bean provides 14 grams of protein and 15 grams of fiber, boasting 20% more protein than a chicken egg, even though the Just Scramble formulation contains a similar amount of protein to a conventional egg.
Most significantly, this product does not depend on poultry. According to USDA officials, 42 million chickens—equivalent to 10% of the nation’s egg-laying hens—were destroyed during the 2015 bird flu crisis. This outbreak caused egg prices to surge, leading consumers to reconsider their reliance on traditional egg products. While producers strive to avoid future disease outbreaks, products like Just Scramble will remain unaffected should another crisis arise.
Just Scramble is also entirely vegan. The Top Trends in Prepared Foods 2017 report reveals that 6% of Americans identify as vegan. Although this demographic is not large, it has grown from just 1% in 2014. Even though most U.S. consumers might 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 for healthier options. Leaders in food and ingredients 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 desperately needs real solutions to its food and ecology challenges.”
All of Hampton Creek’s products released thus far are vegan. Traditional versions of many of its offerings, particularly mayonnaise varieties, typically contain eggs. According to sustainability metrics released by the company, consumers who chose Hampton Creek’s products between January and October have helped eliminate the need for over 3,947,592 eggs. Just Scramble is poised to further increase this figure in the coming months. Notably, this product aligns with the growing trend of incorporating alternatives like calcium citrate 200 mg (950 mg) tablets into diets, emphasizing the demand for sustainable and health-conscious food choices.