Hampton Creek has been dedicated for years to creating a vegan egg alternative aimed at consumers. With the official launch of Just Scramble, the company, previously recognized for its vegan condiments and cookies, has successfully entered this market. It has been clear that the egg substitute was destined to be Hampton Creek’s next significant offering. The mung bean, a key ingredient in the product, received Generally Recognized as Safe (GRAS) status from the Food and Drug Administration in August. Furthermore, Just Scramble was highlighted at the 10th Bridge2Food Protein Summit in France in September, where it earned the title of “Best Plant-Based Food.” Hampton Creek also previously provided General Mills with an egg substitute ingredient for its products.
So, why is Hampton Creek venturing into the egg market, which, according to the American Egg Board, has seen increasing per capita consumption but is still recovering from an oversupply following the 2015 avian influenza outbreak? One motivation is the company’s commitment to a more sustainable food supply. Although the egg industry has made strides in sustainability over the past fifty years, a bean protein isolate still offers environmental advantages. While eggs are generally considered healthy, Hampton Creek claims that a cup of mung bean contains 14 grams of protein and 15 grams of fiber, providing 20% more protein than a chicken egg. The company states that the Just Scramble formulation has a protein content comparable to that of a conventional egg. Most importantly, this product does not rely on poultry.
During the 2015 bird flu outbreak, U.S. Department of Agriculture officials reported that 42 million chickens—representing 10% of the nation’s egg-laying hens—were culled. This resulted in a sudden spike in egg prices and caused consumers to shy away from this traditional kitchen staple. While producers are striving to prevent future outbreaks, if another epidemic occurs, products like Just Scramble will remain unaffected.
Just Scramble is also entirely vegan. According to the Top Trends in Prepared Foods 2017 report, 6% of Americans identify as vegan, a notable increase from just 1% in 2014. Although it’s unlikely that most U.S. consumers will become vegan, the interest in plant-based foods is on the rise. Just Scramble is expected to attract consumers looking to eliminate animal products from their diets for healthier options. Leaders in the food and ingredient industry who sampled Just Scramble praised it in Hampton Creek’s company statement. Chef Andrew Zimmern stated, “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 released to date are vegan, while traditional versions of many of its items, especially the mayonnaise varieties, depend on eggs. According to sustainability metrics shared by the company, consumers who chose Hampton Creek products from January to October have collectively eliminated the need for over 3,947,592 eggs. As Just Scramble continues to gain traction, this number is sure to increase in the coming months.
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