the happy egg co. and Mat Follas announce joint venture

Leading free range egg producer, the happy egg co. this month announce a partnership with 2009 MasterChef winner Mat Follas. The New Zealand MasterChef will be helping the brand communicate its passion for high quality, great tasting ethically sourced produce, by supporting a schedule of activities, as well as helping to launch the happy egg co.’s first retail offering opening later this year.

Known for his advocacy of foraging and sourcing local, seasonal produce, the MasterChef launched his first restaurant The Wild Garlic, in Beaminster, Dorset last year and has been using the platform to increase awareness of ethical produce and the importance of animal welfare.

Kick starting the activity, Mat will be representing the brand in British Egg Week (4th-10th October) demonstrating the unique versatility of the superfood, as well as communicating the story and ethos behind the happy egg co. In addition, Mat will be creating a range of exclusive seasonal recipes to showcase and encourage usage with a particular focus on baking. With a resurgence of baking in the UK, the company is aiming to go back to basics looking at age old recipes that have been passed through generations. Masterclasses in a number of schools be hosted by the chef will demonstrate some of the recipes and encourage more children to cook.

Later in the year, the MasterChef winner will be consulting the business on its first retail offering. The first of its kind, the brand will use Mat’s catering experience to add value to the brands’ retail outlet; Pancakes and More. Launching in November, further information will be released next month.

Rob Newell, of the happy egg co. says “Mat is a really great fit for the brand and together we are hoping to broaden awareness and usage of eggs. Mat, like us, is a huge advocate of high quality British food. We have a great schedule of activity Mat will be helping us with and we are sure he will be a great asset to the team.”

This unique partnership was identified and contracted by The Clinton Partnership, who are the advertising agency for the happy egg co.

the happy egg co. accepts only the highest standards of animal welfare for its laying birds and ensures they enjoy everything that a normal healthy hen requires for its freedom of expression and fullness of life. As well as plenty of green pasture to roam and forage, all Happy Egg farms are equipped with an assortment of activities to enhance the birds’ natural surroundings – from perching platforms to sandpits, swings and apparatus.

For more information, visit www.thehappyegg.co.uk.

Free range egg brand opens first restaurant outlet

This month free range egg farmer, the happy egg co. will be entering the retail arena and opening its flagship restaurant.

Opening a standalone outlet within The Metro Shopping Centre, Newcastle, the family friendly eatery will be the first of its kind and will give the public the opportunity to enjoy freshly prepared meals with happy eggs being a key ingredient. The menu will include sweet and savoury pancakes and waffles, healthy quiches and indulgent deserts from Gü and is set to appeal to both adults and children.

The outlet will seat 34 people and will employ 10 staff. Reflecting the free range nature of the happy egg co., the restaurants will very much focus on bringing the outside, in. With uncomplicated, farmhouse inspired wooden furniture, fresh flowers and eggcentric little touches.

Says Rob Newell, Head of Marketing at the happy egg co.: “Traceability and animal welfare is now high on the agenda when eating outside of the home and so offering a recognisable brand can make a huge difference. the happy egg co. which launched in February 2009 has seen a successful eighteen months with retail listings spanning from Tesco to ocado.com and has greatly supported the growth of the free range eggs. We are keen to remind consumers how tasty and versatile eggs are. The outlet is a huge step for the brand and something we are extremely proud of. No other branded free range egg producer has entered this arena and this is something we hope to roll out in other areas of the UK.”

Later in the year the happy egg co. will be adding to the estate by introducing happy egg co. stands in a number of universities around the country. Encouraging students to eat healthy whilst away from home, the stands will offer a similar menu to Pancakes and More.

For more information, visit www.thehappyegg.co.uk.

the happy egg co. win more industry awards

In just its second year the happy egg co., the free range producer has already scooped up two extremely prestigious awards and is nominated for two more.

The British Free Range Egg Producers Association (BFREPA) has awarded the happy egg co. the prominent ‘Marketing Initiative Award’ for launching such a successful brand in such a short time. the happy egg co. are credited with helping the growth of the free-range market by promoting the benefits of welfare friendly eggs to the nation.

The innovative happy egg co. brand also beat Sunny Hill Eggs to the Food Chain Marketing Award at the annual Farm Business Awards 2010.

To start 2011, the happy egg co. is short listed for the Design and Packing Awards as well as the CIM Marketing Team of the Year. Each award will be announced in February. Other marketing teams up for the CIM award include such eminent names as Coca Cola Enterprises, BBC TV Licensing, Scottish Widows and more.

Says Rob Newell, Head of Marketing for the happy egg co.: “We are absolutely delighted to have received such prestigious industry accolades after only two years of trading. With several new product developments and the new addition of our retail outlet, Pancakes and More in the MetroCentre, Gateshead, 2011 will be an extremely exciting and busy year for the happy egg co.”

the happy egg co. is committed to producing delicious eggs with rich, golden yolks laid by birds that enjoy everything that a normal healthy free-range hen requires for its freedom of expression and fullness of life.  As well as plenty of green pasture to roam and forage, all Happy Egg farms are equipped with perching platforms and apparatus to enhance the birds’ natural surroundings.

QUICHE IS BACK IN VOGUE THANKS TO THE HAPPY EGG CO.

Quiche has long been resigned to the memories of grainy ‘70s family lunches but not anymore as the happy egg co., has brought this old favourite back in vogue with the launch of a delicious new range of quiches.

Available in Mature Cheddar & Maple Cured Bacon and Smoked Salmon & Fresh Spinach and produced by the UK’s leading ethical egg producer, the happy egg co., the quiches are a tasty new way to lunch in style.

Served hot or cold, the delicious quiches contain no artificial colours or flavourings and are baked using quality ingredients – perfect for a summer picnic, a healthy lunch or a hearty snack!

With the philosophy that the hens come first, the happy egg co. is committed to producing great tasting eggs laid by the happiest hens so all the eggs used in the quiches are directly from the free-range Happy Egg farms ensuring the quiches are the happiest around!

the happy egg co. range of quiches are available now and in two yummy flavours Mature Cheddar & Maple cured Bacon, and Smoked Salmon & Fresh Spinach with an RRP of £2.79 for 400g and are available nationwide from 600 Tesco Express Stores this summer.

For more information, visit www.thehappyegg.co.uk.

THE HAPPY EGG CO. ENCOURAGE FREE RANGE FUN

Free range egg producers, the happy egg co., has launched a new campaign to encourage children and families to spend more time outdoors reflecting the lives the happy egg co. hens lead. The initiative is supported by an on-pack competition and a fun ‘free’ iPhone app.

The new iPhone app, available on iTunes now, is called Free Ranger and is an interactive game that represents the free range lifestyle of the happy egg co. hens.

The iPhone app features the ‘Happy Egg Family’ of characters on a free range mission. The player has to dodge obstacles such as foxes, logs and mole-hills in between recharging energy snoozing under the trees or searching for bugs in the bushes.

Rob Newell, Head of Marketing at the happy egg co., says: “The Free Range Fun campaign is about encouraging children and families to enjoy the outdoors just like our hens do.”

A happy egg co. farm exceeds the standards required for free range hens. The happy egg co. producer base comprises of specially selected British free range farms that are regularly visited by field teams, experts in hen behaviour, who understand the importance of producing ethical eggs.

For more information, please visit www.thehappyegg.co.uk/competitions or to download the new Free Range Fun iPhone app, please visit the iPhone App Store.

the happy egg co. win Food Brand of the Year Grocer Gold Award

Today, ethical egg producers the happy egg co. received leading industry accolade ‘Brand of the Year’ awarded by the Grocer. The award regonises the happy egg co. as being the brand that turned a ‘dull’ category around through a series of new marketing initiatives.

The Grocer Gold Award recognises innovative brand engagement and expansion, as well as commitment to the industry. The category was full of well established brands such as Pizza Express and Cadbury’s Biscuits, yet it was the happy egg co. walked away with the award due to its constant innovations and marketing prowess.

Since its inception in January 2009 the happy egg co. has created an extra-large fresh egg offering with the creation of Biggies, in order to encourage larger egg use in baking. The brand notably set up a restaurant in the Newcastle MetroCentre ‘Pancakes and more’ the first retail offering of its kind to be set up by a fresh produce brand. The brand will continue to innovate with more products planned for later this year.

‘The Good Egg Award’ for the happy egg co. from CIWF

Today, ethical egg producers the happy egg co. received leading industry accolade ‘The Good Egg Award’ from Compassion in World Farming. The accolade recognises the the happy egg co.’s commitment to delivering high welfare standards for its hens across its farms. the happy egg co. goes above and beyond free range standards to provide its hens with wide outdoor spaces and apparatus and varied terrain.

Compassion’s Good Egg Award is now in its 5th year, and to date, over 205 million animals are benefit each year as a result of Good Awards Winners policies to date. This year, the ceremony congratulated organisations in four categories – the largest was The Good Egg Award.

Steve Horton, of the the happy egg co. says “we are absolutely delighted to receive the good egg award from Compassion in World Farming. At the happy egg co. we are and will continue to be committed to the best possible standards of hen welfare and to have this recognised is a great honour. We have had a fantastic year with the brand growing over 85% in the last 12 months showing how consumers have bought into our approach but more importantly to the free range category as a whole which continues to go from strength to strength (up 9.7% year on year).”

Katy Read, Head of Food Business said: ‘We’re delighted to see so many companies here this evening at our biggest ever UK awards event, demonstrating that higher welfare farming makes good business sense. Our winners are responsible for improving the lives of millions of farm animals in the UK.”

the happy egg co. wins prestigious industry award

The free-range egg producer, the happy egg co. is today celebrating yet another success after winning the Brand Identity Award at this year’s Pig and Poultry Marketing Awards.

Beating off stiff competition from other brands including Denhay Farms, Helen Browning Organics and Blythburgh Free Range Pork, the award follows last month’s successes at The Drum Marketing Awards where the brand scooped the Brand Award Category for the best New Product/Service Launch Strategy of the Year and the overall Chairman’s Award for its innovative egg brand.

Says Rob Newell, Head of Marketing for the happy egg co.: “Our success this year in the award category has been overwhelming. We are absolutely delighted to have scooped this industry accolade. As a company we pride ourselves on being innovative and to be recognised by The Pig and Poultry Marketing Awards for this is a great achievement.”

To complete what has been a very successful first year, the happy egg co. has also been nominated for the Marketing Week Engage Awards which will take place on 18th May and earlier in the year scooped the silver prize in the best new Dairy Category at the 2010 Grocer Food & Drink Awards.

the happy egg co. is committed to producing delicious eggs with rich, golden yolks laid by birds that enjoy everything that a normal healthy free-range hen requires for its freedom of expression and fullness of life. As well as plenty of green pasture to roam and forage, all Happy Egg farms are equipped with perching platforms and brashings to enhance the birds’ natural surroundings.

Noble Foods Acquires Majority Stake in Gü Desserts

Noble Foods, the largest supplier of eggs and egg products in the UK, has today announced it has completed the acquisition of a majority stake in London-based premium chocolate dessert company, Gü Chocolate Puds. This move follows the acquisition by Noble Foods of Serious Desserts, the South Wales-based premium desserts business in August 2008.

Founder and Managing Director of Gü, James Averdieck, will maintain a stake in the business and continue to manage it within the Noble Foods group.

On the announcement, Peter Thornton, Chief Executive of Noble Foods said: "We are all delighted to have completed this acquisition, which is consistent with our stated strategy of diversifying into value added fresh food categories with attractive growth potential. Gü Chocolate Puds has revolutionized the chilled dessert sector and is recognized in the foodie world as a premium quality, innovative and thoroughly moreish brand. I am very much looking forward to working closely with James Averdieck and his team to continue to extend and grow the Gü brand".

James said: "This is a very exciting move for us. Gü continues to trade well and this deal will allow us to accelerate our growth, taking the brand to new heights whilst maintaining the pace of innovation. There are a number of striking parallels between Gü and Noble Foods which makes them the perfect strategic partner."

the happy egg co. launch Hard Boiled Eggs!

the happy egg co., the free range egg producer committed to ensuring its hens lay the tastiest eggs, is expanding its range to include happy boiled eggs. From the end of June, the happy egg co. will offer ready-to-eat hard boiled eggs from all major supermarkets.

Cooked to perfection and conveniently packaged in either a box of two or four eggs happy boiled eggs are an ideal snack or a tasty addition to picnics and packed lunches. As well as being eaten on their own, the eggs can be chopped and served in sandwiches or as part of a summer salad.

the happy egg co. is passionate about animal welfare and ensures its laying birds enjoy everything that a normal healthy hen requires for its freedom of expression and fullness of life. As well as plenty of green pasture to roam and forage, all Happy Egg farms are equipped with perching platforms, sandpits and brashings to enhance the birds natural surroundings.

Says Rob Newell, Head of Marketing for the happy egg co. "Happy Boiled Eggs are the perfect solution for people who love free range eggs but dont have the time or knack to prepare a boiled egg."

"As the summer months approach, we are confident they will be a real hit for picnics and offer fresh inspiration to those wanting a tasty and nutritious snack in minutes."

the happy egg co. Hard Boiled Eggs will be available in Waitrose, ASDA, One Stop and online from Ocado.com.

RRP for the pack of two is £0.89p. The product will also be available in a four pack.

the happy egg co. As seen on TV!!

Ethical egg producer, the happy egg co. launches its first television advertising campaign today with the aim to create an identity in the free range egg market. Developed by brand agency The Clinton Partnership, the promotion features a voiceover from actress Caroline Quentin and the 1970s rock classic Born to Be Wild communicating Happy Eggs commitment to producing eggs that go above and beyond the standards for free range.

The face of the campaign is real-life Happy Egg producer John Michalski, who is seen driving on his quad bike with one of his resident hens perched on the back. The 30 second advert, which will run from 4th May, was filmed on Johns farm in Hertfordshire and exemplifies the happy egg co.s high standards of animal welfare. As well as plenty of space for the hens to roam and forage, each farm is equipped with an assortment of activities to enhance the birds natural surroundings from an adventure playground and sandpit to swings and brashings.

Rob Newell, Head of Marketing at Noble Foods says: "The advert is a fun and quirky way of conveying our passion for producing eggs laid by the happiest hens. We hope by using a real producer on an actual Happy Egg farm we can effectively convey that Happy Eggs are the best choice for the hen and the dinner plate."

Simon Clinton, Founder of The Clinton Partnership adds: "We have created a bold TV campaign to highlight how at the happy egg co. the hens always come first. Targeting consumers interested in ethically sourced food, the advert seeks to reinforce the brands free range credentials and in turn position Happy Eggs as a delicious and nutritious everyday ingredient."

the happy egg co. eggs are available from Co-op, Tesco, Asda, Somerfield and Morrisons and cost from £1.58 for six medium eggs. For more information on the range, visit www.thehappyegg.co.uk.

Noble Foods lauches the happy egg co.

At the happy egg co. the hens always come first, which is why youll now see happy hens at farms across the land getting out and about having fun in their very own outdoor adventure playground, designed to stimulate and satisfy their natural curiosity!

On the happy egg co. farms, hens have the freedom to roam around, forage and explore… enjoying time on swings provided for perching pleasure, or egging each other on to go dustbathing in the sandpits when theyre not too busy bug hunting in the brashings, pecking string spiders in the henhouse or enjoying other amusements with their fellow feathered friends. This leaves the chilled out hens free to concentrate on the serious business of laying naturally great eggs.

Its an easy egg-quation:

• hens love to try new things
• the happy egg co. loves its hens being happy
• the happiest hens lay tasty eggs
• so everyones happy!

Happy hens are cared for on specially selected British Free Range farms which are regularly visited by the happy egg co "fields team" (experts in hen behaviour) who are always on hand to lend support and advice to farmers.

These fantastic farms provide the ideal environment for hens…

Andrew Joret, Technical Director, says: "We have been working with hens for many years but we wanted to know what really makes hens happy. So we observed hens on the farm and discovered what they seem to enjoy doing, and enhanced their environment accordingly. The result is happier, healthier free range flocks that produce excellent quality eggs…we have an ongoing commitment to researching the behaviour of hens, and are currently developing projects with major British universities."

With hens this happy, who knows what could be next barn dances and egg-sercise classes perhaps? the happy egg co. exceeds standard requirements laid down for Free Range hens… we believe that this makes a real difference.

Happy hens lay naturally nutritious and delicious golden yolked eggs of exceptional quality. The bright, eye catching packaging will be found in major supermarkets nationwide, including Asda, Sainsburys, Tesco, Co-op. Somerfield and Morrisons priced at £1.58 for six medium eggs and £1.78 for six large eggs.

the happy egg co.

From specially selected farms where happy hens lay tasty eggs

www.thehappyegg.co.uk

Noble Foods Launches Fresh & Tasty Hard Boiled Eggs

Convenience Food at its Best

Todays hectic lifestyle leaves less time for consumers to cook and eat making convenient options that save them valuable time in the kitchen a priority. Noble Foods have come up with the most simple yet convenient fresh food idea ever Fresh and Tasty chilled hard-boiled eggs!

Noble Foods is the largest egg packer and egg products manufacturer in the UK: within their scope of business, they already provide millions of hard-boiled eggs to sandwich and salad manufacturers across the country. "The idea of providing a hard boiled egg into retail stores seemed like a natural progression" comments Finn Cottle, Noble Foods Group Marketing Director.

Current egg consumption per capita in the UK is 140 shell eggs a year which is a lot lower than other countries such as France at 167 and USA at 175*. Noble Foods hopes the introduction of the new Fresh and Tasty chilled hard-boiled eggs will help increase the number of eggs eaten both at home and on the move.

Cottle concludes: "Eggs are so easily forgotten when menu planning at home: they can be seen as a fridge filler and consumers need to be reminded that they are a versatile, value for money alternative to other proteins. In offering an already boiled egg, we are providing time-poor consumers with an easy snacking solution that is perfect for packed lunches and picnics and inspiring the use of eggs in sandwiches, salads and meals without having to allow for the preparation time".

Initially the Fresh and Tasty chilled hard-boiled eggs are being launched in selected Sainsburys Convenience stores, retailing at £1.99 for a pack of 4 eggs. All the eggs are British Lion Quality free-range eggs.

* International Egg Commission Annual Review 2007

Noble Foods Acquire the Serious Desserts Business

Noble Foods, the largest supplier of eggs and egg products to retailers and manufacturers in the UK, has completed the acquisition of the Serious Desserts business, the South Wales based premium desserts arm of The Serious Food Company, for an undisclosed sum.

Peter Thornton the new CEO of Noble Foods, says, "We are all delighted to have completed this acquisition, which is consistent with our stated strategy of diversifying into value added fresh food categories with attractive growth potential."

The desserts business will operate as the newly formed Noble Foods Desserts division and will be run by Managing Director, Andrew Lord, the previous Serious Food Company CEO, and founder of Serious Desserts in 2006. Lord comments "I am really excited to be leading the Chilled Desserts team which will benefit from both improved focus and the strength of Noble Foods retail trading relationships. The Serious brand has great potential and now under Noble Foods ownership, the opportunities for profitable growth are evident."

Serious Desserts currently supplies an award winning range of indulgent desserts into both Waitrose and Sainsburys. The business is based in Llantrisant in South Wales and employs 60 people, all of whom will transfer to Noble Foods Desserts immediately.

The acquisition comes as Serious Desserts wins three Gold Awards at the prestigious Great Taste Award 2008. Serious Desserts has received the following awards:

• One Star Gold Great Taste Award Lemon Meringue (Bowl)
• One Star Gold Great Taste Award Gianduja Mousse with Sea Salted Caramel (pictured below)
• Two Star Gold Great Taste Award White Chocolate and Morello Cherry Truffle

The Great Taste Awards, which is organised by the Guild of Fine Food and often referred to as the Oscars of the food industry, is this year celebrating its 15th anniversary. A Great Taste Award is the authoritative, independent standard for Britains fine food sector: more and more consumers recognise the gold & black logo as the benchmark for independently proven fine food.

However, winning a coveted Great Taste Award is much more than recognition for excellence it is one of the most powerful tools to help grow business in the speciality food sector.

Andrew Lord, Managing Director of Noble Foods Desserts concludes: "We are delighted with these awards. To win three awards endorses the quality and appeal of our desserts portfolio which compliments the Noble Foods business."