Noble Foods has unveiled a colourful rebrand for Purely Organic, a top UK organic egg brand, introducing an entirely new design scheme, updated packaging, and a brand-new website featuring wholesome recipe content, according to a company-issued press release.

This comprehensive redesign marks a significant step forward for Noble Foods’ flagship organic brand, which is worth £21.7 million annually and has seen year-on-year value share growth from 20% to 20.5% in the organic egg market. 

The rebrand is the first major update for Purely Organic since its launch, encompassing new packaging across its six and ten packs, POS materials, and an enhanced online presence. Purely Organic is the latest brand in the Noble Foods portfolio to receive a design overhaul, with flagship free-range brand The Happy Egg Co. and taste-led Freshlay Farms Golden Yolkers receiving significant design investment within the past year.

The brand's new look aims to reinforce a commitment to nature and sustainability, showcasing the benefits of organic farming and appealing to a growing audience of eco-conscious consumers, who value brands with high welfare and sustainability standards. The new packs are now available in stores across the UK, including Asda, Co-op, Morrisons, Sainsbury’s, and Tesco.

"Our goal with this refresh for Purely Organic is to bring nature back to the heart of the brand," said Anita Nutchey, marketing manager at Noble Foods. "While the new design and colourful packaging convey a better sense of the brand itself, we want to emphasise our commitment to organic farming practices and nature, through the quality of our eggs, which come from hens raised under the highest welfare standards."

The new brand identity for Purely Organic focuses on three core pillars: putting nature first, championing British wildlife, and letting hens be hens. This strategy aligns with Purely Organic’s wider brand promise, as described on its website: ‘We are on a mission to help shape a sustainable environment where nature can thrive. Consumers can enjoy wonderfully delicious free-range organic eggs and feel good about doing their bit for nature.’

In addition to the redesign, Noble Foods is making strides in environmental stewardship across its organic farming operations. By planting new native species-rich hedgerows, trees, and shrubs, and varying cutting height, the company is creating habitat corridors which will support diverse wildlife. Noble Foods has also installed hibernaculas, log piles, and bird and owl boxes to provide shelter and nesting areas for local species, enhancing biodiversity on its Purely Organic farms.

"We're not just investing in a new look; we're also investing in the future of the organic egg category," Nutchey continued. "We aim to engage more consumers with the benefits of choosing organic eggs, promoting a better understanding of why Purely Organic stands out in the market."

On a broader scale, Noble Foods is continuing to implement energy efficiency measures across its operations, including the installation of energy-efficient lighting and heating controls on farms. Additionally, the company is continuing to increase the amount of raw materials sourced from within the UK, helping to reduce the Purely Organic’s carbon impact and support local industries.

The new website will serve as a hub for the Purely Organic story, offering transparency into the brand's farming practices and the origins of its eggs. The site will feature content about the sustainability journey, biodiversity projects, what it takes to be an organic egg, life on a Purely Organic farm, recipe ideas, and a store locator.

The rebrand will be supported by an array of new, wholesome recipes alongside colourful new recipe photography, to inspire new ways of using organic eggs in the kitchen.