UK: What On Earth launches egg brand

By Katy Askew | 21 January 2013

What On Earth egg range launched

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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