Better breeding and higher hen welfare makes for impeccable quality eggs, says UK’s leading egg producer
Noble Foods, the UK’s largest supplier of eggs, is tapping into the rising demand for speciality eggs with the launch of a new premium range called Heritage Breeds™. With 9.5% value growth, and 8.8% volume growth over the last year, speciality eggs is one of the fastest-growing segments an RSV of £26.8 million.
The transformation of the UK egg sector is one of the last decade’s biggest success stories with consumption increasing every year for 10 consecutive years. Britons now eat more eggs, more frequently and in 2016, retail egg sales rose 5%, accounting for 250m more eggs sold in total. Volume sales of speciality eggs are particularly strong, with the segment surging 8.8% in the year ending in March 2017.
Noble Foods will capitalise on this growth through the Heritage Breeds range which features hen, duck and quail eggs from handpicked British farms and boast rich yolks and exceptional quality egg whites. Heritage Breeds eggs are produced in smaller free range flocks of special breeds and taste, look and cook impeccably. The new range, which includes Copper Marans, Royal Legbar, Gladys Mays and Speckled Quail, have been available from Tesco, Ocado and other speciality retailers, as well as being served in hotels, from mid-April 2017.
Heritage Breeds is the latest in a long line of successful brand launches from Noble Foods, which supplies over 55 million eggs a week. In 2009, Noble introduced the UK to branded eggs by launching the happy egg co., the UK’s most successful and most loved egg brand. Other brands successfully developed by Noble include Big & Fresh and Eggs for Soldiers. Noble also has a Desserts business, which includes luxury dessert brand Gü Puds.
Geraldine Phillips, Marketing Director for Consumer Foods Division, Noble Foods says: “It’s no coincidence we’ve chosen now to launch Heritage Breeds. Eggs have seen tremendous growth in recent years and nowhere more so than in the speciality sector. Consumers are increasingly seeking out the higher quality and taste of speciality eggs and we believe that Heritage Breeds will fill a real gap in a quickly emerging market.”
For more information, please visit http://www.heritagebreeds.co.uk/ for more information.
 Nielsen w/e 25/03/17 & Kantar w/e 26/03/17
 Speciality eggs are growing +8.55% 52wk MATNielsen scantrack 25.02.2017