It’s hard to imagine an artificial food concoction selling well at the leading natural foods supermarket and attracting extremely favorable reviews, but that’s exactly what’s happening for Hampton Creek’s Beyond Eggs. They’re now on sale at Whole Foods Market in California and, wait for it, they’re cheaper than real eggs. They also happen to be vegan and cholesterol free.
Hampton Creek has won over bloggers like Alec Liu at Motherboard, who writes,
Why would anyone want to make an egg replacement in the first place? Beyond the ethical quandaries of the current food industry, extracting protein from meat and other animal-based products is horribly inefficient. By the time the world’s population reaches 9 billion in 2050, we’ll need better ways of making edible protein. Animal agriculture is also one of the leading contributors to climate change.
Hampton Creek’s founder Josh Tetrick has attracted backing from PayPal founder Peter Thiel and Microsoft’s Bill Gates, among others, so it’s likely that we’re going to be seeing Beyond Eggs in many more places than Whole Foods Market.
What about you disinfonauts, would you give up real eggs for this concoction?