One little egg.
An extraordinary story.

PedEgg launched with a proposition that was easy to understand: a compact foot file for use at home, shaped to fit a hand, with a compartment to collect the filings. Its suggested retail price was $9.99.

The familiar shape made it recognizable. The demonstration made its purpose visible. Telebrands brought the idea to consumers through television, print and online advertising.

AJ Khubani demonstrated PedEgg on ABC’s The View, using it on host Sherri Shepherd’s foot. The appearance brought the product’s hands-on appeal to a national television audience.

A surviving clip was uploaded on December 20, 2007. It captures the demonstration that helped make the little egg memorable; the upload date does not establish the original broadcast date.

▶FROM THE TV ARCHIVE ↗

Within months of its 2007 launch, PedEgg reached an extraordinary milestone. According to Dustin Sullivan, Walgreens’ category manager for As Seen on TV from 2007 to 2010, it became the No. 1-selling item by retail sales dollars among front-of-store, self-service merchandise during the seven days ending May 13, 2008.

Sullivan recalls reviewing Walgreens’ weekly item-sales report: PedEgg had outsold single-serve Snickers candy bars and 20-ounce Coca-Cola, with approximately 180,000 PedEggs sold and $1.79 million in retail sales that week. The ranking excludes pharmacy and describes weekly sales dollars.

By August, USA Today reported more than $40 million in mass-market retail sales. That figure excluded Walmart, direct-response sales and HSN—an important distinction from total brand revenue.

A September report in Drug Store News placed the story in a wider context. Foot-care device sales had grown 22.9% to $389.9 million in the tracked channels, and the publication attributed much of the increase to Telebrands’ arrival with PedEgg.

IRI data: 52 weeks ending August 10, 2008; food, drug and mass outlets, excluding Walmart.

In a 2009 Fortune report, Khubani said PedEgg had sold 20 million units in 2008, primarily through retailers including Bed Bath & Beyond, Target and Walgreens.

The story illustrates the reach of the Telebrands model: television could introduce an idea, while a familiar retail shelf put it within easy reach. The 20 million figure is Khubani’s reported annual unit sales, separate from the tracked retail-dollar totals above.

In a 2021 post, Khubani revisited PedEgg’s 2008 success and its Snickers comparison while introducing the redesigned Classic. The white-and-blue product carries the familiar egg shape into its next chapter.

Today, the Classic is listed by BulbHead and on Amazon. The same practical idea remains at its center: make an everyday personal-care task simple enough to fit into life at home.