Noble Foods, owner of the UK-based free-range egg supplier The Happy Egg Co., has launched a “speciality egg range” – Heritage Breeds.

The new eggs line features eggs from Copper Marans and Royal Legbar hens, Gladys May’s duck eggs and miniature Speckled Quailand quail eggs “from handpicked British farms”.

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Noble said: “Heritage Breeds hens reside in flocks typically a third of the size of standard free-range farms, meaning they have considerably more space to roam free outdoors… all are fed a wholesome vegetarian diet, which has been specifically designed by an animal nutritionist and tailored to the flock’s individual needs.”

Noble’s marketing director, Geraldine Phillips, said: “Speciality is the fastest growing segment in fresh eggs, yet approximately nine out of ten UK households remain unaware of the benefits of higher quality eggs. It is a common myth that an egg is just an egg when it comes to mealtimes but we believe that by educating and driving trial of Heritage Breeds, there is a huge opportunity to build category value and delight more consumers.”

Heritage Breeds eggs are British Lion approved and are currently available from Tesco and Ocado at an RRP of GBP2.15-2.70 (US$2.74-3.45) with other listings to follow.