Hampton Creek wants consumers to give up eggs in a whole lot more products than just mayo.
The San Francisco-based food startup is rolling out 43 new products in the coming months, some of which will hit the shelves of Walmart and SuperTarget as early as March 14, according to the company. The new products include salad dressings, pancakes, muffins, brownies, cookies, cakes, and five new mayo flavors. Hampton Creek says the time between beginning product development of the new line and the moment the first products hit shelves was less than a year.
Hampton Creek co-founder and CEO Josh Tetrick says the company's product expansion is emblematic of its focus that goes beyond just egg-less mayo. "Our whole approach has been, if you could start over in food--and we believe it's possible--you could figure out a way to make food that is better for the environment, better for farmers, a bit healthier, taster, and the most affordable," Tetricks says. "It could actually be a real force for change and we could do a lot of good for the food system." Regular Target stores will begin offering the new products this summer.
Hampton Creek's new line comes following an 18-month period in which the plant-based food company attracted a lawsuit from Unilever (which Unilever eventually dropped), faced accusations of improper workplace practices, and fought to win the right to keep the name of its flagship product, Just Mayo. The eggless-mayonnaise product is made with yellow peas and sold in stores including Costco, Kroeger, Safeway, and Whole Foods.
Hampton Creek has raised more than $90 million in funding from investors including venture capital firms Khosla Ventures and Horizon Ventures.
Last year, Tetrick told Inc. the company has always had a vision to go beyond health food customers and target grocery chains, fast food restaurants, and the food service industry. The strategy isn't just expansion for expansion's sake--Tetrick believes his company can help relieve the world's dependence on factory farming by producing a healthy form of protein that's more cost efficient than eggs.
"Together we thought: What would the world look like in which doing something better for the [earth] was 30 or 40 percent less expensive, rather than 30 or 40 percent more expensive?" he told Inc. in 2015. "And [my co-founder] Josh [Balk] said, 'Well, maybe we use plants instead of animals?' And that was the spark."