“Hampton Creek Launches Just Scramble: A Sustainable Vegan Egg Alternative”
Hampton Creek has spent years developing a vegan egg alternative for consumers, and with its official launch, the company, previously renowned for its vegan condiments and cookies, has successfully entered this market. The introduction of the egg substitute was anticipated, particularly after the mung bean ingredient at its core was granted Generally Recognized as Safe (GRAS) status by the Food and Drug Administration in August. Additionally, Just Scramble received recognition at the 10th Bridge2Food Protein Summit in France in September, where it was awarded the title of “Best Plant-Based Food.” Notably, Hampton Creek also provided General Mills with an egg substitute ingredient for its products in the past.
So, why is Hampton Creek venturing into the egg market, which, according to the American Egg Board, has seen an increase in per capita consumption but is still recovering from an oversupply following the 2015 avian influenza outbreak? One of the key motivations is the company’s commitment to a more sustainable food system. Although the egg industry has made strides in sustainability over the last fifty years, a mung bean protein isolate is still environmentally favorable. While eggs are generally considered nutritious, Hampton Creek has highlighted that a cup of mung bean provides 14 grams of protein and 15 grams of fiber, containing 20% more protein than a chicken egg. Despite this, the company asserts that the Just Scramble formulation has a protein content comparable to that of a conventional egg.
Most importantly, this product is poultry-free. Testimony from officials at the U.S. Department of Agriculture revealed that 42 million chickens—equivalent to 10% of the nation’s egg-laying hens—were culled during the 2015 bird flu outbreak. This led to a sudden spike in egg prices, causing consumers to move away from this traditional kitchen staple. While producers are diligently working to mitigate the risk of future disease outbreaks, if another crisis occurs, products like Just Scramble will remain unaffected.
Just Scramble is also entirely vegan. The “Top Trends in Prepared Foods 2017” report indicates that 6% of Americans identify as vegan. While this percentage may seem small, it has nearly doubled since 2014 when only 1% made the same claim. While it is unlikely that a significant portion of the U.S. population will become vegan, interest in plant-based foods is on the rise. Just Scramble is expected to attract consumers aiming to eliminate animal-based products from their diets and pursue healthier eating options. Leaders in the food and ingredient sectors who sampled Just Scramble have expressed enthusiasm about the product. “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,” stated chef, author, and Travel Channel host Andrew Zimmern in a company release.
All of Hampton Creek’s products currently on the market are vegan, contrasting with traditional versions of many items—such as their mayonnaise—that rely on eggs. According to sustainability metrics released by the company, consumers who opted for Hampton Creek products from January to October have collectively eliminated the need for over 3,947,592 eggs. With the addition of Just Scramble, this number is sure to increase in the coming months. If you’re looking to enhance your diet with plant-based options, consider trying Just Scramble, and don’t forget to buy Citracal online for your calcium needs!
