Food tech startup Hampton Creek has rolled out its new Just Scramble product at a San Francisco eatery today.
The plant-based product has debuted at restaurant Flore, and is now available as 'Just Scramble Flore' for $14, which can be ordered vegan upon request.
The Silicon Valley business venture - whose flagship item is a plant-based 'mayonnaise' Just Mayo - has plans to expand its newest product nationwide.
Just Scramble is based on a mung bean protein isolate referred to as 'Jack' initally, which is 'an egg substitute that contains 20 percent more protein than a chicken egg, with zero cholesterol', according to the company.
'Jack', which was given the Food and Drug Administration's [FDA] stamp of approval in August, is also sustainably-sourced from areas around the world that only use rainwater to irrigate the crop.
Coming in liquid form, the company claims the product takes 65 percent less water to produce than real egg counterparts - and emits 24 percent fewer greenhouse gases.
Changing the system
The vegan scramble is not only aimed at plant-based eaters, but more so at omelet-eaters.
Co-Founder Josh Tetrick said at the launch: "We don’t want people to choose what we do to save the environment or animals.
"We would never change the system if we did that."
Bruce Friedrich, Co-Founder and Executive Director of the Good Food Institute, a nonprofit that advocates for plant-based foods, stated: "This is, for the first time ever, scrambled eggs made from plants.
"It’s watershed for people who are concerned about the myriad harms of industrial agriculture."
Taking to Facebook to make the announcement, Co-Founder Josh Balk wrote: "It's here! Hampton Creek's 'Just Scramble' has launched.
"So incredibly proud and in awe of the brilliant, hard-working people at the company."
Just Scramble is set to launch in Bay Area food service outlets early next year, followed by national distribution in restaurants and supermarkets.