‘It truly is the perfect wrap’

“It truly is the perfect wrap,”​ Kroll told FoodNavigator-USA, who was the former CMO of MillerCoors and left the company to pursue his true industry passion of creating products that improve consumers’ wellbeing. Prior to Egglife, Kroll headed up marketing efforts at better-for-you sports drink brand Coco5. 

Founded in 2019, Egglife ready-to-eat wraps are made from egg whites, xanthan gum, natural flavors, salt, and nisin (a natural preservative). The wraps provide the same stretch and neutral taste profile consumers expect from a flour tortilla, but with a better-for-you nutritional profile: one wrap contains <35 calories, 0g of fat, 0g saturated fat, <1g carbs, <1g of fiber, 0g of sugar, and 5-6g of protein

“If you compare that to the leading flour tortillas, there’s no comparison. Once you get people to make that switch, they switch for good,”​ said Kroll.

egglife product images (002)

Rocketing demand: ‘Our growth has been repeatable whether it’s urban or rural, or upscale or downscale’

Expecting to make a dent in the multi-billion-dollar category where there’s been a handful of better-for-you entrants is an ambitious undertaking, acknowledges Kroll, but one in which the emerging brand has already made meaningful progress.

According to Kroll, the brand is “batting a thousand”​ with nearly every retailer it has approached. Last month, Egglife entered Walmart stores with more retailers on deck including Target, additional Kroger banners, and is in “early conversations” with Whole Foods Market. 

“It’s been a pretty remarkable journey. In October of 2019, we were pre-revenue. We entered 2020 in 75 stores in the Chicagoland area, we finished 2020 with about 1,700 doors … and by the end of this year, we expect to be in 10,000 doors,”​ he said. 

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