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Hampton Creek Attempts Comeback With New ‘Just Scramble’ Vegan Eggs

2017 has been a pretty rough year for plant-based giant Hampton Creek. They lost one of their big-name clients, Target, when alleged food safety and mislabeling concerns took most of their products off the shelves. Furthermore, nearly every member of their board, save for CEO and co-founder Joshua Tetrick, eventually resigned from or left the “struggling startup,” as Bloomberg described them at the time. Now, Hampton Creek is looking to turn things around with a new product, called “Just Scramble.”

“My mind was blown.”–Forbes Read more about #JustScramble at the link in our bio!

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The “Just Scramble” product is a liquid predominantly made from mung bean protein that slowly congeals into vegan scrambled eggs upon heating. Bruce Freidrich, executive director at The Good Food Institute (a plant-based advocacy group), claims to the SF Chronicle that this is the first-ever plant-based scrambled egg. However, Follow Your Heart already has a powder-based vegan scrambled egg mix in stores, but Friedrich compared the product to a “black bean burger” and that it doesn’t “cook like eggs.” (Writer’s note: As someone who’s used Follow Your Heart’s eggs, I strongly disagree with how Friedrich characterized a plant-based product like those his company promotes, but am curious to try Hampton Creek’s product as well.)

CEO Josh Tetrick estimates the cost of a 322 gram bottle, the equivalent of seven eggs, to be about $4-$6. A serving of Just Scramble has the consistency of scrambled eggs within a minute, and already contains seasonings like salt, pepper, and oil.

To promote the new egg substitute, Hampton Creek is taking a page out of the Impossible Foods playbook. They’re starting out by serving the fake eggs out of a single restaurant, Flore, in San Francisco. A serving there, which comes with spinach, mushrooms, and goat cheese, costs $14. Hampton Creek does plan to have the product in more restaurants by the end of the year, and in stores sometime in 2018, according to CNNMoney.

By Constantine Spyrou

Constantine's life revolves around eating, studying, and talking about food. He's obsessed with eggs, gyros, and the future of food.