Hampton Creek has been dedicated for years to creating a vegan egg substitute for consumers, and with its official launch, the company—previously known for its vegan condiments and cookies—has successfully entered this market. The anticipation surrounding the egg substitute has been evident, particularly after the mung bean ingredient vital to the product received 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 previously provided General Mills with an egg substitute ingredient for their products.
So, why is Hampton Creek venturing into the egg market, which, according to the American Egg Board, has seen increased per capita consumption but is still grappling with oversupply issues following the 2015 avian influenza outbreak? One key reason is the company’s commitment to fostering a more sustainable food system. Although the egg industry has made strides toward sustainability over the past fifty years, mung bean protein isolate remains a more environmentally friendly option. While traditional eggs are generally considered healthy, Hampton Creek claims that mung beans offer 14 grams of protein and 15 grams of fiber per cup, containing 20% more protein than a chicken egg, although the Just Scramble formulation has a protein content comparable to that of conventional eggs.
Most crucially, this product does not depend on poultry. U.S. Department of Agriculture officials testified that during the 2015 bird flu outbreak, 42 million chickens—equivalent to 10% of the nation’s egg-laying hens—were culled. This led to a sudden spike in egg prices, causing consumers to shy away from this kitchen staple. While producers are making efforts to mitigate future disease outbreaks, if another incident occurs, products like Just Scramble will remain unaffected.
Just Scramble is entirely vegan. According to the Top Trends in Prepared Foods 2017 report, 6% of Americans identify as vegan—up from just 1% in 2014. Although most U.S. consumers may not transition to veganism, there is a growing interest in plant-based foods. Just Scramble is likely to attract consumers looking to eliminate animal-based products from their diets and pursue healthier options. Food and ingredient leaders who have tasted Just Scramble have praised it in Hampton Creek’s statements. “It’s a sustainable food for the 22nd century on a 21st-century planet that desperately needs real solutions to its food and ecological challenges,” said Andrew Zimmern, chef, author, and Travel Channel host.
All of Hampton Creek’s products introduced thus far are vegan. Traditional versions of many of its products, particularly the mayonnaise varieties, typically rely on eggs. According to sustainability metrics released by the company, consumers who chose Hampton Creek products from January to October have collectively eliminated the need for over 3,947,592 eggs. With the addition of Just Scramble, that number is expected to rise significantly in the coming months.
Meanwhile, questions about health concerns surrounding vegan diets, such as “does calcium citrate cause constipation,” continue to arise as consumers explore alternatives like Just Scramble. As the demand for sustainable and plant-based options increases, Hampton Creek stands poised to meet the needs of a changing market.