Noble Foods expands into frozen market with pre-prepared omelettes
The omelettes will be available across the UK from January 13
13 December 2024
2 minute read
By: Noble Foods has unveiled its expansion into the pre-prepared food market with the launch of frozen omelettes from the happy egg co., the UK’s No. 1 egg brand, available for purchase from January 13th in Morrisons stores across the UK, according to a company-issued press release.
The strategic addition to Noble Foods’ branded portfolio, follows significant investment from one of the UK’s leading egg producers in its innovation and manufacturing hub located in Leicestershire, designed to produce a range of new egg-based foods. Known for its commitment to quality and hen welfare, the happy egg co. is diversifying its product line while making nutritious, egg-based protein options more accessible.
With over 209 million omelette occasions annually in the UK, the happy egg co. has identified a clear demand for convenient, pre-made omelettes, particularly as 60% of consumers find making fresh omelettes inconvenient.
“Our goal was to create an innovative solution that meets the needs of busy, health-conscious individuals looking for tasty, affordable meal options”, said Anita Nutchey, Head of Marketing & Innovation at Noble Foods.
The frozen omelettes are available in two and four-packs and use free-range eggs from the happy egg co. brand, British extra mature cheddar, and milk. Designed for versatility, these omelettes can be prepared using a microwave, oven, or air fryer – and were created this way to cater to the increasing popularity of air fryers while preserving the omelettes' light and fluffy texture.
Extensive sensory testing helped validate Noble Foods’ development process, with consumers praising the taste, texture, and overall quality.
"This launch represents a transformative moment for Noble Foods, with our commitment to innovation and sustainability," said Nutchey. "With the debut of our first-ever frozen omelettes, we are answering consumer demand for convenient, high-protein, and nutritious meal solutions that fit modern lifestyles. The state-of-the-art Leicester facility underscores our vision to redefine food innovation, blending the humble egg with a deep understanding of evolving consumer trends. This is more than a product launch; it’s a bold step toward shaping the future of innovative and accessible foods.”
