Food technology startup Hampton Creek debuted its newest product Just Scramble at a breakfast event at San Francisco eatery Flore. The vegan liquid egg substitute—which mimics avian eggs in every way including taste, texture, and cooking time—will now be available to order on the Flore menu as “Just Scramble Flore” ($14), and can be made vegan upon request. Hampton Creek used its expansive discovery technology to isolate a plant-based protein from a mung bean—an ingredient the company initially called “Jack” that received the coveted “Generally Regarded as Safe” (GRAS) approval from the Food and Drug Administration earlier this year—and is sustainably sourced from areas around the world that only use rainwater to irrigate the crop. While Just Scramble is vegan (and free of antibiotics and cholesterol), Hampton Creek CEO Josh Tetrick explained that the company’s target demographic is larger than the cruelty-free sect and his broader goal is to disrupt the multi-billion dollar global egg industry. “We were lucky enough to find something that has impacted our food system for thousands of years and turn it into a meal that will impact it for thousands more,” Tetrick said. “Launching Just Scramble is the culmination of years of hard work by our talented team.” Hampton Creek plans to expand its presence on the Flore menu, as well as the distribution of Just Scramble to other restaurants and cities in the near future.
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