{"id":7310,"date":"2022-08-22T08:00:40","date_gmt":"2022-08-22T06:00:40","guid":{"rendered":"https:\/\/www.cocotine.com\/?p=7310"},"modified":"2022-08-09T09:19:28","modified_gmt":"2022-08-09T07:19:28","slug":"chicken-less-eggs-torn-between-foodtech-exploits-and-consumer-disinterest","status":"publish","type":"post","link":"https:\/\/www.cocotine.com\/en\/blog\/market\/chicken-less-eggs-torn-between-foodtech-exploits-and-consumer-disinterest\/","title":{"rendered":"Chicken-less eggs, torn between foodtech exploits and consumer disinterest"},"content":{"rendered":"

Natural food substitutes finally have a hope of taking off with today\u2019s appetite for alternative diets. Hampton Creek, a startup with its roots in San Francisco, came up with a plant-based egg after years of research and development. While the invention aroused the interest of prominent investors (led by Bill Gates), it did not gain any disciples amongst food service professionals and had to content itself with a few trendy restaurants in Silicon Valley.<\/span><\/p>\n

Hampton Creek makes an <\/b>omelette without breaking any eggs<\/i><\/b><\/h2>\n

Eggs that don\u2019t come from chickens are the latest thing amongst newcomers in Silicon Valley that aim to finally fulfil a promise made by many an entrepreneur since the mid-1990s. And it was Hampton Creek, a San Franciscan startup specializing in food innovations, that pulled off the feat of making an omelette without breaking any eggs. After four years of R&D, punctuated by nine-digit fundraising activities, the company at last achieved a kind of vegan scrambled egg that a hand-picked group of consumers had the chance to taste during a breakfast held at Caf\u00e9 Flore in San Francisco\u2019s Castro neighbourhood. The product looks like scrambled eggs<\/a>. It has their characteristic texture and light yellow colour. And all you have to do is heat it to see it steaming like a real omelette. The \u201crecipe\u201d is of course jealously guarded, although Hampton Creek did reveal the main ingredient: mung beans nicknamed \u201cJack\u201d.<\/span><\/p>\n

Struggling sales in spite of marketing efforts<\/b><\/h2>\n

When it launched its research in\u00a02013, Hampton Creek hoped to dominate the vegan niche and, more generally, become a favourite for anyone who has decided to consider ethics and animal welfare in their dietary choices. This was expected to be a growth market, given the interest of investors: the startup had a successful financing round that raised \u20ac105\u00a0million for their vegan products Just Scramble, Just Mayo and Just Meat. But the marketing for these accomplishments did not garner the hoped-for response from consumers, beyond the effects of the hype created by cleverly orchestrated announcements. Not to mention the fact that, despite receiving the approval of the FDA (the US Food & Drug Administration), these \u201calternative\u201d products drew criticism regarding their healthiness, leading a number of major retailers to pull it from their shelves. Most notably, Target stores stopped selling their 20\u00a0Hampton Creek products (including cookies, mayonnaise and meat) in June\u00a02017, citing health issues without going into further detail.\u00a0<\/span><\/p>\n

 <\/p>\n

Clearly, the response to consumers\u2019 ethical expectations will not be found in foodtech R&D labs but rather at farms.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Natural food substitutes finally have a hope of taking off with today\u2019s appetite for alternative diets. Hampton Creek, a startup with its roots in San Francisco, came up with a plant-based egg after years of research and development. While the invention aroused the interest of prominent investors (led by Bill Gates), it did not gain […]<\/p>\n","protected":false},"author":36,"featured_media":7318,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[82],"tags":[],"class_list":["post-7310","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-market"],"acf":[],"yoast_head":"\nHampton Creek\u2019s chicken-less eggs - Cocotine<\/title>\n<meta name=\"description\" content=\"Natural food substitutes finally hope to take off with today\u2019s appetite for alternative diets. 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