France’s leading national egg brand, Matines, has unveiled plans to almost double sales in supermarkets and hypermarkets over the next four years.
Majority-owned by French agribusiness Sofiprotéol, Matines is looking to increase its annual egg volume in the channel from 318m units to 600m by 2018.
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Matines said the development of new recipes of feed for laying-hens, rich in maize and alfalfa and producing deep yellow and orange yolks, will be a major a factor in reaching the objective.
“Before tasting an egg, consumers judge its visual aspect, looking for signs of quality and freshness. The perception is, if the yolk is pale, the taste will be of inferior quality,” it underlines.
Growth in Matines volumes is outstripping those of the market in general, particularly in the free range and organic categories.
This year Matines has allocated EUR2.5m to a publicity campaign, the centrepiece being TV ads carrying the slogan ‘For good eggs, it’s Matines.’
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By GlobalDataMatines reported sales of EUR190m In 2013
