How Egglife Turned Customer Behavior Into a New Product
Here’s a story about why it’s SO IMPORTANT to keep an eye on your customers.
Last year, I went on a pretty intense nutrition journey, mostly focused on fitness and performance.In the mornings, I was looking for a low-calorie/carb but high protein way to make tasty breakfast sandwiches.
Enter Egglife Foods, Inc. 🤍 🥚
Their wraps are 30 calories and pack 6g of protein. If you’ve ever looked at the macros for a tablespoon of egg whites, it’s pretty dang close. But the form factor of a wrap is game-changing.
Anyway, at Expo West, I met PJ McAward, who leads sales at 𝐞𝐠𝐠𝐥𝐢𝐟𝐞, and had a long chat. He told me I had to try their new pasta. Pasta!?
So the next day, I hit up the booth. Delish!
The best part? This wasn’t just some random product innovation.
𝐞𝐠𝐠𝐥𝐢𝐟𝐞 saw that their customers, especially the keto crowd, were already making pasta dishes with their wraps and the chatter online was spreading like wildfire. So they leaned in. 𝘏𝘢𝘳𝘥.
One quick Google search and it was all there.
Reddit, TikTok, YouTube, etc.
I love this story because it’s such a cool example of what happens when brands *actually* pay attention. Not watching trends or simply listening to customer feedback—but staying focused and getting curious about how people use their product.
I have no doubt this launch will do well because making egglife pasta is already customer behavior. egglife just made it easier.
Oh, and egglife doesn't offer DTC, but they haven’t abandoned their website. It exists to help customers—find products, get inspired, and discover creative ways to use their wraps. If you follow me, you know I’m all about this—CPG brands claiming their website as the brand flagship, no matter where they sell.
Anyway, all to say—this is why I love running a CPG agency. I feel lucky I get to go from being a customer to going behind the scenes with some of my favorite brands. Many I get to call clients.
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