How Egglife Foods is Unlocking Opportunities in the Pasta Category

Egglife Foods is committed to harnessing the transformative power of eggs to reimagine traditionally carbohydrate- and calorie-laden food. The brand is known for their gluten-free, high-protein, low-carb wraps made from eggs instead of traditional flour. Founded in 2017, the company was driven by the desire to provide healthier alternatives that do not compromise on taste— making it easier for consumers to make better choices without sacrificing flavor. With a growing focus in the market for better-for-you (BFY) options, Egglife sought to expand its product offerings into the pasta category by providing a healthy low-carb, protein-packed alternative to traditional pasta.

Everyone loves a big bowl of pasta, but many consumers limit their intake for health reasons. The rise of healthier pasta alternatives, such as refrigerated and frozen options, has created a new demand for BFY pastas. To explore the potential of an innovative new pasta product, Egglife Foods partnered with AMC Global to develop a comprehensive research plan.

The company needed to understand whether there was consumer interest in a pasta alternative made from eggs, not flour, that could meet today’s health goals while maintaining the satisfying texture and flavor of traditional pasta. Together, Egglife Foods and AMC Global embarked on a multi-phase consumer research journey to uncover preferences in this emerging category and identify the key drivers that would encourage shoppers to choose a high-protein, low-carb pasta alternative over existing options. The partnership aimed to validate market potential and shape the product’s development to align with consumer desires for healthier pasta choices that maintain expected taste and texture.

To explore consumer demand for egglife®pasta, Egglife Foods and AMC Global conducted a comprehensive three-phase research study involving both qualitative and quantitative methods.

Phase One - Qualitative BulletinBoard: Over three days, participants shared their pasta habits, discussed the attributes of a better- for-you pasta, and envisioned their ideal pasta options. This phase helped Egglife understand consumer perceptions and preferences.

Phase Two - Quantitative Survey: A nationwide online survey was conducted, with participants from both the general population and Egglife’s email list.The survey aimed to evaluate the overall appeal of egglife® pasta as a potential offering—and measure consumer interest in a new, protein-packed, low-carb pasta.

Phase Three - In-Person Cooking Groups: Next, six groups of 3-4 participants each gathered in a Chicago kitchen to cook with egglife® pasta.Participants were askedto experiment with the product, provide hands-on feedback, and discuss flavor, texture, and overall satisfaction with the product. This phase provided valuable insights into consumer interactions with the product in a real-life setting.

The consumer research findings from the multi-phase study revealed key insights into consumer behavior and desires for healthier, high-protein pasta alternatives. Some of the actionable insights for Egglife Foods included:

Consumer Preferences: Taste, texture, and health attributes such as high protein and low carbs were top priorities when selecting pasta. Consumers expressedfrustration with the current better-for-you pasta options on the market, creating an opportunity for egglife® to offer a more appealing, healthier alternative.

Market Potential: Participants showed strong interest in egglife® pasta, particularly for its versatility and ease of preparation. The research validated that there is significant market potential for high-protein, low-carb pasta alternatives as many indicated a preference for these options.

Product Optimization: The findings guided product development, including packaging design, preparation methods, and serving sizes. Insights from the in-person cooking events were crucial in shaping these optimizations to align with consumer preferences.

Combining qualitative bulletin boards, quantitative surveys, and in-person qualitative events can provide a truly comprehensive understanding of consumer behavior and preferences in the emerging categories. Understanding consumer priorities—taste, texture, nutrition, and more—is vital for developing successful offerings, and helps food brands meet consumer demands and drive product success.