UK: What On Earth launches egg brand
By Katy Askew | 21 January 2013
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What On Earth egg range launched |
Organic food group What On Earth has launched its own brand of organic eggs.
The range of Italian-sourced organic eggs is available through Ocado and some "smaller retailers", What On Earth director Jeremy Jaffe told just-food.
According to Jaffe, the launch developed from What On Earth's wholesale business supplying foodservice customers.
"The natural progression was to do it with our own brand. We were working with Ocado and they said: yeah, do it."
The company does not currently plan to extend the range into the UK's larger multiples, Jaffe added.
"We are a small organic business and Ocado is about as big as we go... we are not supermarket pedlars."
Sectors: Fresh produce, NPD & innovation
Companies: Ocado
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UPDATE 3: UK: Morrisons chief Philips hails "low-risk" Ocado deal
Morrisons chief executive Dalton Philips today (17 May) claimed the UK grocer's venture to launch into the online channel with Ocado was a "great deal" for shareholders and consumers.
UPDATE 2: UK: Ocado "cast-iron clear" Waitrose deal is safe
Ocado CEO Tim Steiner today (17 May) insisted the UK online retailer is "cast-iron clear" its new venture with Morrisons has no bearing on its existing partnership with Waitrose.
Comment: Pragmatic deal for Morrisons, Waitrose risk for Ocado
A deal with Ocado represents Morrisons best route into the UK online channel as it plays catch-up with rivals. For the online specialist, it looks a good deal, although it could threaten its agreement with another partner, Waitrose.
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