Ecosystems and food webs are structured into trophic levels of who eats whom. Species that occupy higher trophic levels have less available energy and higher energetic costs than species at lower trophic levels. So why do higher trophic levels exist? What processes generate new trophic levels? We consider a heuristic eco-evolutionary model based on simple Lotka-Volterra equations, where the evolution of traits is described by a generalisation of Lande's equation. The transition from competition to predation in this simplest of models is a successful, safe strategy for a population, and suggests a propensity to develop new trophic levels may be an inherent property of ecosystems. Numerical simulations with a more complex eco-evolutionary model of interacting plant and herbivore populations display the emergence of a new trophic level as an alternative to continued competition. These simulations reveal that new trophic levels may arise naturally from ecosystems because a robust strategy for a population in the presence of a strong competitor that could dominate or potentially extinguish them, is to predate upon the competitor. The same properties that make the competitor strong make it an ideal prey, suggesting the rubric that it is better to eat a strong competitor than to continue competing.