Hampton Creek is a food technology company that makes a variety of plant-based processed foods. The company’s mission is to disrupt the food production system and introduce healthier, more sustainable, and more environmentally friendly methods. In defining the Hampton Creek brand, CEO Josh Tetrick is quick to correct two common misconceptions about the company.
Not A Mayo Company
Hampton Creek is best known for Just Mayo, their flagship product, which is carried by more retailers than any other product. Just Mayo is available in Walmart, Target, Costco, Kroger, Safeway, and Whole Foods in addition to food service locations across the country, like school cafeterias, hospitals, and stadiums. Currently there are four flavors: original, sriracha, garlic, and chipotle. According to a recent announcement, five new flavors will soon be joining them on the shelves. However, Hampton Creek does not want to be known as a mayo company.
In addition to Just Mayo, the company makes cookies and cookie dough, and they have just added two new salad dressings. They have 43 new products scheduled for release in the near future, and those will include brownies, pancakes, and dessert mixes. According to Hampton Creek CEO Josh Tetrick, the company has 500 new products in the pipeline. They are working on developing breads, pastas, and cheese and meat substitutes.
Not A Vegan Company
All of Hampton Creek’s products are made without any animal products whatsoever. Just Mayo uses a pea protein instead of egg yolk to emulsify the oil and lemon juice. Just Cookie Dough uses sorghum rather than egg as a binding agent. Tetrick himself is a vegan, and he wanted to start a food company that would be better for the environment and better for people. However, he does not want Hampton Creek to be known as a vegan company because that identity could keep Hampton Creek from reaching as many customers as possible. He believes that most people choose foods that are tasty, cheap, and available, and those are the reasons why he wants customers to choose Hampton Creek products. He believes that for the majority of consumers, health or environmental concerns take second place.