Noble Foods subsidiary, the Happy Egg Co, says it has sold over 1m doz boxes of its branded “happy eggs” to US consumers since launching the brand in 2012.

Originally founded in 2009, the company took its higher welfare proposition to the American market 14 months ago, supplying locally produced eggs across more than 240 Kroger/Ralph’s stores in California.

Since then, the business has grown to supply over 2,000 retail outlets, including Walmart.

With over 90bn eggs produced each year in the USA, and 95% of those originating from caged hens, the Happy Egg Co is keen to boost free-range egg production and is engaged in a range of activities to help educate US consumers.

“We are excited to see that US consumers are embracing our approach to hen welfare,” said chief operating officer in the USA, David Wagstaff. “As a result, we have seen the brand go from strength to strength.

“The speciality egg market, which includes free range, is now predicted to grow by 15% per year-on-year, with cage-free now accounting for 4% of the total egg US egg market – which is a major achievement.”

Rob Newell, head of brands at the Happy Egg Co, said that, per head, US consumers eat around 250 eggs every year – 30% more than in the UK, representing a “tremendous opportunity” for future growth of the brand.

Readers of popular US title Better Homes and Gardens recently voted Happy Egg the best new product of the year.