White egg trial sale went well for Noble Foods

The Happy Egg Co has said sales of white eggs as a Christmas special were so successful it is considering making them more than just a festive treat.

A limited run of Snowy White eggs was trialled in December in 96 Tesco stores. According to a Happy Egg spokeswoman, one store reported that 440 cases “flew off the shelves” in just five days.

Noble has now committed one farm to white eggs, stocking a variety of breeds including Hy-Line CV22, Lohmann LSL and Hendrix Dekalb White.

“Interestingly, it used to be only white eggs that were sold in the UK,” said Steve Horton, marketing director at the Happy Egg Co. He added the white eggs had larger yolks which made for improved baking.

Branding played its part in the promotion, with the Happy Egg Co introducing a Christmas-themed egg box and renaming itself as “the Happy Xmas co”. They sold at £2.50 for 10.

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