Egglife Foods' CEO on Leading One of the Fastest Growing Disruptor Brands

Why it matters:

• Fueled by consumers’ unabated focus on health and wellness, including weight management solutions, the global low-carb diet market is predicted to grow from $10.93 billion to $18.65 billion by 2029.
• Low-carb/high-protein ketogenic diets lead the conversation, with the global ketogenic diet market valued at an estimated $9.57 billion.
• Against that backdrop, keto-friendly startup Egglife Foods, maker of wraps made from egg whites as opposed to flour, has achieved remarkable sales growth in just three years: It projects sales of over $40 million this year, a tenfold increase compared to its first year on the market. Since launching in 2019, Egglife Foods’ wraps are now available in over 11,000 retail locations in all 50 states.

In the ever-evolving world of food innovation, Egglife Foods has emerged with its unique tortilla-style wraps made from egg whites and a few simple ingredients. Unlike many brands catering to specific diets or lifestyles, Egglife aims to disrupt the flour-based foods market by highlighting the versatility and power of eggs.

After 30 years at the helm of major CPG brands, and particularly coming from MillerCoors (now Molson Coors), in the alcoholic beverage space, Egglife CEO David Kroll was interested in pursuing a new path in the better-for-you food space.

“I have a bit of a passion point around modernizing the future of food and helping people live and eat better,” he told CO—.

Kroll found his match in Egglife’s founder Peggy Claiborne-Johns, a food innovator who invented the wrap while managing her own health issues. “At very few points in my entire career have I run across a brand and product story that's this authentic and this game changing,” Kroll said of the original Egglife wrap.

The low-carb/high-protein/keto-friendly startup is also tapping into a hot food market. Fueled by consumers’ unabated focus on health and wellness, including weight management solutions, the global low-carb diet market is predicted to grow from $10.93 billion to $18.65 billion by 2029.

And ketogenic diets lead the conversation, with the global ketogenic diet market valued at an estimated $9.57 billion.

With experienced leadership and a resilient supply chain, Egglife is poised for continued success, Kroll said. In an exclusive interview, Kroll laid out the brand's unique value proposition, ability to overcome startup challenges, and expansion plans.

[Read: Food Companies Tap the Sales Potential of ‘Vegan-Curious’ Consumers]

Promoting nourishment to a breadth of consumers in retailers from Whole Foods to Walmart

Egglife Foods sets itself apart in the food space by emphasizing the benefits of its egg-based products rather than catering to a single dietary niche. While appealing to gluten-free, low-carb, high-protein, diabetic, and keto-friendly needs, the brand's aim is to appeal to a wide consumer base.

According to CEO Kroll, Egglife's proposition transcends trends, as well as consumer groups and retail channels. It has successfully appealed to individuals from various backgrounds, locations, and socioeconomic levels.

“Traditionally, brands like ours would have found their way initially through the natural [food] channel and then into more mainstream grocery but we’ve debunked that,” he said. Since launching in 2019, Egglife wraps are now available in over 11,000 retail locations in all 50 states, including Whole Foods, 18 divisions of Kroger, hundreds of Target and Walmart stores, Aldi, and Amazon.

Navigating startup challenges by leveraging big brand expertise: ‘Few things come across as headwinds that none of us have seen before’

Kroll's extensive corporate leadership experience equips him to navigate the uncertainties faced by startup brands. For example, with egg prices poised to rise 16.6% this year, according to the USDA, businesses that depend on eggs face unexpected supply chain challenges.

However, Kroll says, the business is already prepared: A strong, long-term relationship with an egg supplier ensures stability, while a concise ingredient list streamlines production. Egglife’s ability to self-manufacture helps it maintain a 99% order-fulfillment rate for wholesale customer orders.

“I'm inherently a problem solver and as each of those [issues arise], I view them as opportunities as much as challenges,” Kroll said, highlighting the depth of experience from the executive team around him. “Few things come across as headwinds that none of us have seen before.”

[Read: Startups Help Restaurant Takeout Businesses Go Green With Returnable Food Containers]

A vision for the future beyond egg wraps — from expansion in quick-serve restaurants to university cafeterias

Egglife Foods plans to expand its product lineup beyond egg white wraps. Kroll envisions a future where eggs serve as the backbone of the brand's entire portfolio. By learning from user-generated social media content, online communication, and first-party data from direct website sales, the brand hopes to ensure it is meeting the needs and preferences of its diverse and evolving customers.

“I think from a consumer standpoint, you always want to focus [your brand] very early and not change course too quickly,” Kroll said, “so you're actually building brand recognition through one product line first before diversifying and trying to take it into other areas.”

As the company grows, he hopes Egglife can expand beyond the grocery store and into more of the everyday places people eat, like quick service restaurants and university cafeterias.

“We're busy keeping up with our demand and growth as it relates to traditional grocery,” he said. “But you'll see us build on that as we go forward.”

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