Egglife’s retail expansion and new flavor focuses on ‘disrupting flour-based food products’

By Deniz Ataman

- Last updated on GMT

Source: Getty/Gingagi
Source: Getty/Gingagi

Related tags Protein Egg white Nutrition

With Egglife's egg white wrap's recent expansion in 2000 ALDI stores, which features its new Garden Salsa flavor, the company intends to disrupt “legacy flour-based food products…with delicious and nutritious alternatives,” Andrea Schwenk, CMO, Egglife Foods told FoodNavigator-USA.

The Chicago-based egg white wrap company is now available in ALDI and Whole Foods Market stores across the country, with $40 million in sales, Schwenk said. She attributes part of the company’s growth to creating “incrementality in the dairy category,” with its retail partners.

“Egglife egg white wraps are currently the No. 1 incremental item in dairy, helping retailers reach new consumers and generate additional revenue,”​ she added.

The partnership with ALDI, Schwenk noted, was an opportunity to exclusively launch the Garden Salsa wrap flavor along with its existing SKUs, as ALDI “is a great place for fun, new discoveries,”​ highlighting consumers curiosity for healthy and flavorful foods.

Egglife also recently partnered with Wahoo’s Las Vegas locations, which will feature its egg white wraps for a limited time.

Garden Salsa features flavors of peppers, onion and garlic, and contains 95% egg whites, 35 calories, more than five grams of protein and one gram or less of carbohydrate, Schwenk said. “We know that protein and carbs are key purchase drivers for our products,”​ she added.

“Our new flavor supports a shifting interest for more spice from consumers—and offers the ability to incorporate it into all meals of the day,”​ Schwenk explained.

Egglife egg white wraps
Source: Egglife

Driven by consumer awareness around macronutrients, particularly protein, Egglife’s wraps fit in the macro trend of creating healthy “dupes” of favorite recipes, Schwenk noted, citing its latest marketing campaign, “The Perfect Wrap for That,” leaning “into out-of-the-box and unexpected recipes for our customers, adding even more usage occasions for Egglife lovers to try our wraps.”

The brand features recipes on its website like “protein-packed breakfast quesadillas, low-carb turkey pinwheels for lunch and low-calorie air-fryer taquitos perfect for dinner,”​ so consumers can “incorporate [the wraps] into all meals of the day,”​ Schwenk elaborated.

She added that while the brand is currently focused on eggwhite wraps, “our patented technology has applications across other categories,”​ citing potential to expand into other protein-focused formats.

With a wide range of protein options in the market, Schwenk maintained that “not all protein is equal. We know that egg whites have one of the highest protein quality scores, which means the protein people consume from our wraps is going to be processed more effectively by the body than a sugary protein bar, for example.”


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