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New year, new yolk: Noble Foods launches new brand of eggs

9 January 2019, at 12:00a.m.

UK - Noble Foods, the nation’s leading egg supplier and owner of the happy egg co., is introducing Freshlay Golden Yolks, a new brand with the promise of a "deep golden, naturally delicious yolk"

Produced on a small collection of family-run farms, free range hens are fed an enriched, wholesome diet containing natural paprika and marigold, which results in a dark, golden yolk.

“These three farms are some of our most experienced farmers, who always go the extra mile for their hens and have worked closely with us in the development of this special feed,” said Graham Atkinson, Noble Foods Agriculture Director.

“Our consumer research revealed that people view the colour of a yolk as the signal of the egg’s quality,” said Stuart Agnew, Category and Marketing Director at Noble Foods. “We believe we are the first company to achieve the dark golden colour through natural additions to our hens’ diets.

“As a leading egg supplier, we spend a tremendous amount of time understanding what consumers want and like from a brand – simplicity, care and small scale. That’s exactly what Freshlay achieves. Only three farms will initially supply the range and the pack design has deliberately been kept restrained and simple, focusing on the golden yolks that lie within. We have been able to create a premium product without a hefty price tag that is normally associated with a speciality product, therefore bringing a quality golden yolk experience to the masses.”

The eggs will launch in selected Co-op stores from the second week of January with an MRSP of £1.75 for six and £2.20 for 10 mixed weight eggs respectively.

Editor at The Poultry Site

Ryan worked in conservation from 2007-2017, during which time he operated a rainbow trout hatchery in Canada for the Toronto and Region Conservation Authority. As editor of The Poultry Site, he now writes about challenges and opportunities in the global poultry industry and agri-food chain.

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