Company: LesserEvil

Introduced: April 2019

Distribution: National

Suggested Retail Price: $4.99

Product Snapshot: LesserEvil, the better-for-you snack brand known for its Organic Popcorn and Grain Free Paleo Puffs, is adding a new product line to its budding portfolio of snacking innovation with Grain Free Egg White Curls.

The new product, launching with three protein-packed flavors at Whole Foods Market in April and retailers nationwide in August, is crafted with organic cassava flour, responsibly sourced, cage-free egg whites, and coated with organic avocado oil and Himalayan pink salt. All three flavors—Egg & Cheese, Himalayan Pink Salt, and Huevos Rancheros—will feature six grams of clean protein from sustainably sourced cage-free eggs. Grain-Free Egg White Curls will be available at a suggested retail price of $4.99 per 4oz bag.

The introduction of Egg White Curls comes just months after the launch of the brand’s successful predecessor, Grain Free Paleo Puffs, which made its national debut last summer. As a vertically integrated company, LesserEvil is moving aggressively to shore up its leadership position in the functional snack space with a steady stream of innovation, soon to be enhanced further with the expansion of its family-owned and operated manufacturing facility this Spring.  

“The decision to leverage our unique production capabilities and become a first-mover into egg whites was a no-brainer for us, particularly given our consumers’ appetite for clean protein-enriched snacks,” said LesserEvil president and CEO, Charles Coristine. “As with our organic Popcorn and Puffs, we saw the Egg White Curls as the perfect opportunity to extend our grain-free focus and deliver a new line drawing on existing LesserEvil equities while seizing on a wide-open gap in the marketplace.”

The timing of the egg white launch coincides with the company’s efforts to refresh its overall brand platform. LesserEvil has teamed up with the branding experts at Seattle-based Retail Voodoo to analyze and refine LesserEvil’s packaging, positioning and messaging towards a more cohesive look-and-feel across all products. The output of the project, dubbed “The Snack Guru”, will help connect customers to the array of LesserEvil snacks—and their respective nutritional benefits—throughout store shelves. The exercise has also helped the company more succinctly define and communicate its mission: to transform snack time into a mindful moment by providing sinfully tasty snacks made from the cleanest, most sustainable ingredients available.