December 2, 2008

Noble Foods to launch national egg brand

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.

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