UK egg supplier Noble Foods has launched a branded egg in a bid to boost free-range sales.
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The Happy Egg Co. is a range of eggs produced from hens reared on “specially selected” British Free Range farms, which are regularly visited by “fields teams”, the company said today (12 January).
The new range will be the biggest brand within the Noble portfolio, a spokesperson said, while Noble’s other brands, such as Goldenlay Omega3 are more “niche” and aimed at consumers looking for added health benefits.
“The free range market has been growing for sometime. Many consumers are more welfare aware and have switched from purchasing cage products into free range,” a spokesperson told just-food. “The Happy Egg Co. is a fun, quirky brand that aims to reinvigorate the category by communicating with consumers in an interactive way.”
Noble said its main challenge as a business is to “increase the number of eggs consumed by the UK population”.
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By GlobalData“Eggs are great value and so versatile. The Happy Egg Co. is getting eggs back on the agenda,” the spokesperson said.
The eggs are available in supermarkets nationwide, including Asda, Sainsbury’s, Tesco, Co-op, Somerfield and Morrisons priced at GBP1.58 (US$2.35) for six medium eggs and GBP1.78 for six large eggs.
