From weight-loss drugs and wellness culture to TikTok trends and ingredient-label scrutiny, consumers aren’t just reaching for protein – they’re living it. And that shift is transforming the snack aisle, sparking a new generation of fresh formats, clean labels and functional claims that go way beyond traditional bars.
“Protein is one of the most sought-after nutritional attributes across categories – from breakfast through snack time,” says Logan Soraci, director of Innovation at Egglife Foods. “And eggs continue to stand out as a trusted, nutrient-dense source of high-quality protein. They’re simple, familiar and incredibly functional - and it’s time to reintroduce them in ways that meet the pace of modern life.”
The market is building up
This isn’t a flash-in-the-pan fad. According to Fortune Business Insights, the global protein snack market was worth $46 billion in 2023 and it’s projected to more than double by 2032, hitting $100 billion. That’s a 9% compound annual growth rate.
Zoom out and the numbers get even bigger. The high-protein snacks segment is set to grow from $21 billion in 2024 to $42 billion by 2034, driven by consumer demand for food that delivers satiety, function and simplicity.
Meanwhile, protein-rich ingredients like eggs are quietly gaining ground. The egg protein market alone is valued at $8.6 billion, with a projected 6.5% annual growth through 2035. And it’s not just about ingredients – finished egg-based formats are stepping into the spotlight.
In the UK, Tesco has more than doubled its sales of hard-boiled egg snack pots since 2020, as shoppers swap out crisps for clean, protein-forward alternatives. In the US, meat-based snacks like jerky and sticks hit $3.3 billion in sales last year, up 10.4% year over year, according to IRI data.
The cultural shift that made protein personal
So how did protein become a lifestyle? Experts point to a convergence of science, culture and digital influence.
The rise of GLP-1 weight-loss medications like Ozempic and Wegovy has forced a renewed focus on muscle preservation and protein intake. Simultaneously, macro-tracking, performance nutrition and the rise of TikTok ‘what I eat in a day’ content have helped normalise protein as a daily must-have.
“Consumers today want convenient, high-protein options that align with everything else they’re prioritising – clean labels, low carbs, simple ingredients,” says Soraci. “But while protein’s having its moment, eggs haven’t really been part of the on-the-go conversation. That’s a huge gap and a huge opportunity.”
That’s exactly what Egglife Foods set out to solve by partnering with the American Egg Board’s Eggcelerator Lab, a cutting-edge incubator built to bring egg-based innovation to market.
Rewriting the egg playbook
Eggs have always been a nutritional powerhouse: clean, affordable, protein-packed. But for too long, however, they’ve been limited to the frying pan.
The Eggcelerator Lab is helping brands change that. It supports companies across the product development journey, blending technical expertise with proprietary consumer insight through its O.V.V.O. innovation process. Short for Opportunity, Visualise, Validate and Operationalise, it’s a four-phase framework designed to turn egg-based ideas into market-ready products quickly.
“The Lab is a dynamic platform where science, culinary creativity and commercialisation intersect,” says Nelson Serrano-Bahri, director of Innovation at AEB. “We’re helping partners unlock the full potential of eggs – not just as an ingredient, but as a platform for growth.”
And the support goes far beyond formulation. The Lab provides insight into consumer behaviour; co-funds trials and pilot runs; and helps challenger brands de-risk innovation.
“This isn’t just about great ideas – it’s about building sustainable, scalable formats that meet unmet needs,” Serrano-Bahri adds. “We’re looking at whitespace across the food landscape and asking: where can eggs go next?”
For Egglife, the result is GRAB & GO, a first-of-its-kind, ready-to-eat egg white wrap snack, developed for the refrigerated set.
“We’re delivering something that’s convenient, craveable and totally aligned with what today’s snackers want,” says Soraci. “It’s a whole new occasion for eggs and for our brand.”
The new wave of portable protein
The future of protein snacking isn’t just dry bars and powders. It’s real food, made to move: fresh, functional and format-flexible.
Refrigerated snacks are one of the fastest-growing categories in retail, with IRI reporting double-digit growth in single-serve, high-protein formats across grocery, convenience and foodservice.
“This is more than a trend - it’s a shift in how people think about everyday nutrition,” says Serrano-Bahri. “Eggs bring structure, emulsification, moisture balance and satiety. That’s a rare combination and it makes them incredibly adaptable.”
But bringing that concept to life meant breaking new ground.
“Egg white wraps don’t behave like flour tortillas,” explains Soraci. “We had to engineer new processes to preserve texture, manage moisture and ensure shelf life - without compromising on our clean label promise.”
That meant rethinking sourcing, production, packaging and distribution, especially to meet cold-chain logistics and freshness standards across national retailers.
“Balancing nutrition, safety, shelf life and cost at scale is no small feat,” Soraci adds. “But it’s the kind of challenge you take on when you’re building something new, not just following the category.”
Grab & Go just got egged
Egglife’s Grab & Go line reimagines egg white wraps as a ready-to-eat snack made for modern convenience.
The Roasted Turkey & Cream Cheese variety is wrapped in an Everything Bagel-style egg white wrap and delivers 16g of protein and just 2g of carbs.
The Uncured Pepperoni & Cream Cheese option comes wrapped in a Roasted Garlic & Herb egg white base, offering 13g of protein and 4g of carbs.
Both options are gluten-free, made without nitrates, nitrites or artificial colours or flavours, and sold chilled in select Kroger markets and Ralph’s stores.
“These products showcase the versatile functionality of eggs – not just as a source of nutrition, but as a structure-building, moisture-balancing ingredient,” says Serrano-Bahri. “When paired with the right innovation strategy, eggs can be adapted across all kinds of formats.”
Eggspect more to come
Early consumer feedback has been overwhelmingly positive. People are grabbing GRAB & GO before workouts, tossing them in lunchboxes and keeping them in the fridge for those 3pm ‘I need something now’ moments.
“We’re exploring new flavours and formats across all dayparts – from sweet to savoury, sun-up to sundown,” says Soraci. “There’s so much versatility in these wraps. They can go anywhere eggs can go – only better.”
Distribution is scaling up, too. In addition to its launch in select Kroger and Ralph’s stores, GRAB & GO is being positioned for travel, convenience, club and foodservice channels across the US.
While eggs may be driving this evolution, they’re not alone. Chickpeas, seeds, dairy and hybrid meat-plant proteins are all chasing a piece of the portable protein market. But eggs are carving out a space that’s both familiar and future-forward.
“We’re not just talking about eggs anymore,” says Serrano-Bahri. “We’re talking about what eggs can become and how they can meet consumers in places they’ve never been before.”
SIDEBAR:
Fresh thinking, yolk first
The American Egg Board’s Eggcelerator Lab has been on the hunt for standout student innovators as part of its 2025 Student Innovation Competition.
This year’s challenge invited participants to reimagine egg yolk in unexpected ways – pushing beyond tradition to unlock new possibilities in functionality, format and flavour.
The Lab received an overwhelming response from students nationwide, highlighting a new wave of creativity around egg-based innovation. Winners will be announced on 16 July.
