Hampton Creek has dedicated years to creating a vegan egg alternative for consumers, and with the official launch, the company, which was previously recognized for its vegan condiments and cookies, has successfully entered this market. It was anticipated that the egg substitute would be Hampton Creek’s next major offering, particularly after the mung bean ingredient at its core received Generally Recognized as Safe (GRAS) status from the Food and Drug Administration in August. Additionally, Just Scramble was featured at the 10th Bridge2Food Protein Summit in France in September, where it was awarded “Best Plant-Based Food.” Furthermore, Hampton Creek has previously provided General Mills with an egg substitute ingredient for their products.
So, why does Hampton Creek want to enter the egg market, which the American Egg Board claims has experienced increased per capita consumption but is still recovering from an oversupply following the avian influenza outbreak in 2015? One reason is the company’s commitment to fostering a more sustainable food supply. Although the egg industry has made strides towards sustainability over the past fifty years, a bean protein isolate still presents a more environmentally friendly option. While eggs are generally considered healthy, Hampton Creek points out that mung beans offer 14 grams of protein and 15 grams of fiber per cup, containing 20% more protein than a chicken egg. However, the company asserts that the protein content in Just Scramble is comparable to that of a conventional egg.
Most importantly, Just Scramble is entirely poultry-free. According to U.S. Department of Agriculture officials, the 2015 bird flu epidemic led to the culling of 42 million chickens, representing 10% of the nation’s egg-laying hens. This outbreak caused a sudden spike in egg prices, prompting consumers to reconsider this traditional kitchen staple. While producers are diligently working to avert future disease outbreaks, if another crisis occurs, products like Just Scramble will remain unaffected.
Moreover, Just Scramble is fully 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 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 eager to eliminate animal products and pursue a healthier lifestyle. Leaders in the food and ingredient sectors who sampled Just Scramble praised it in Hampton Creek’s company statement. “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,” said Andrew Zimmern, chef, author, and Travel Channel host.
All of Hampton Creek’s products thus far are vegan. Traditional versions of many of its offerings, particularly mayonnaise, depend on eggs. According to sustainability metrics released by the company on Thursday, consumers who opted for Hampton Creek’s products from January to October have eliminated the need for over 3,947,592 eggs. With the addition of Just Scramble, this number is bound to increase in the coming months. Additionally, these products can complement the dietary needs of consumers looking for alternatives, such as calcium citrate chewy bites 500mg, which offer a plant-based source of calcium. As the company continues to innovate, it is poised to make a significant impact on both consumer choices and the environment.