December 2, 2008
Noble Foods will launch a national egg brand in the New Year that will be sold nationwide in the UK.
The new brand will allow Noble to increase its share of the free-range sales growth, said chief executive Peter Thornton.
The brand will sell at a 15-20 percent premium above standard free-range eggs and enable Noble to create the margin needed to re-invest in advertising.
Thornton expressed his concern that free-range eggs would overtake cage eggs as the largest volume sector in the market, which would result in free-range eggs losing its value-added positioning.
Free-range eggs require a way to build brands and add value, which would benefit both packers and producers in the supply chain, Thornton added.