Egglife has moved into Canada as part of its first-ever international expansion strategy.
The Chicago-based brand aims to attract health-conscious consumers seeking a “smarter tortilla alternative.” Made with egg whites rather than flour, the wraps offer high protein, low carb, and are gluten free/Keto-friendly.
Egglife Original and Everything Bagel egg white wraps are currently available in 130 Metro stores across Ontario. The brand’s latest savoury SKU, Garden Salsa, is also available at select Metro locations.
Stephanie Hunter, Egglife Foods’ senior brand manager, says Egglife will continue to expand to more Canadian retailers and provinces in the coming months.
Hunter tells strategy the company started running ads in Metro’s flyer in July and will continue through August and September. The brand is also running highly targeted programmatic media to reach consumers who live in the vicinity of its retailers.
“We are using this laser-focused approach as we work to drive awareness in the market and work to ensure that consumers who see our digital ads are able to find Egglife wraps in store,” Hunter says.
She adds that Egglife is also partnering with content creators to drive awareness of its in-store placement and educate their followers about different recipes using the product.
The brand works with Haberman for all of its media buying and Kale for content creation. Indigo is Egglife’s broker in Canada.
“Canadian consumers have been asking for Egglife ever since our products debuted in 2019, and we’re excited to bring our unmatched nutritional profile to their shopping carts,” says David Kroll, CEO of Egglife Foods.
Stateside, the brand just called a “wrap” on its inaugural U.S. tour, a sampling initiative in the Southwest with a branded van hitting Whole Foods locations and crossfit and fit expos.
