Eggcelerating Innovation

How Egglife® and the Eggcelerator Lab® Partnered to Launch Egglife GRAB & GO

Partner: Egglife
Category: Wraps/Flatbread

Opportunity

To develop convenient meal solutions that are low-carb and high-protein based on core consumer preferences and overall consumer trends.

Egglife’s GRAB & GO line was inspired by a simple insight: today’s consumers are snacking more than ever, but they’re demanding more from their snacks and meal occasions. Consumers crave function, flavor, and clean ingredients. The opportunity was to create a ready-to-eat product that retained the signature health benefits of Egglife’s wraps while delivering a satisfying, convenient experience.

Approach

With the help of the Eggcelerator Lab®, Egglife began ideating concepts that fit within consumer needs and the Egglife brand. The teams critically assessed each concept for feasibility and viability with the Egglife consumer through consumer focus groups complete with product prototypes. The Lab’s sensory testing capabilities and consumer insights also helped fine-tune the final product for market readiness. The learnings from this research supported the next stage of development – finalizing formulas, identifying packaging formats that preserved freshness and conveyed portability.

The Lab helped Egglife identify co-manufacturing partners that met their needs. Once they selected a partner, Egglife and the Eggcelerator Lab conducted plant trials, refining final formula adjustments and operational procedures before launching the first production run.

Result

Egglife launched the GRAB & GO product line, comprised of four SKUs – Bacon, Egg & Cheddar; Chicken Sausage, Egg & Cheddar; Pepperoni & Cream Cheese; and Turkey & Cream Cheese, available at select Kroger and Ralphs locations, with additional distribution coming soon.

About the Eggcelerator Lab®
The Eggcelerator Lab® is the innovation center for the U.S. egg industry, delivering new egg-based ideas to market. Powered by proprietary consumer insights and technical expertise, the Lab supports companies through every step of the product development journey using its signature O.V.V.O.™ innovation process.

About Egglife Foods
Egglife Foods uses cage-free egg whites to create revolutionary protein-packed foods, offering a better-for-you alternative to traditional flour-based wraps and snacks. Their latest Grab & Go line continues the brand’s mission to reimagine how we enjoy eggs—anytime, anywhere.