CHIPPINDALES, part of Myton Food Group, has rebranded its popular Yorkshire Eggs as Proper Good Yorkshire Eggs in a bid to stand out on supermarket shelves and champion its regional heritage.
The new look — unveiled ahead of Yorkshire Day on August 1 — features brighter, bolder packaging with a strong emphasis on local provenance. The box highlights the brand’s “laid and packed in Yorkshire” message and carries a “since 1930” mark to reflect Chippindales’ long-standing history in egg production.
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Proper Good Yorkshire Eggs remain free range and are accredited by both the RSPCA Assured scheme and the British Lion Code of Practice.
Shoppers at this year’s Great Yorkshire Show were given a first look at the refreshed branding, which was described by visitors as “capturing the essence of Yorkshire” and “a bright and fun addition to the egg aisle.”
Harriet Heap, Senior Sourcing & Sales Manager for Eggs at Chippindales, said:“We are pleased to be rebranding our popular Yorkshire Eggs with a brighter and more fun look under the name Proper Good Yorkshire Eggs because that’s what our customers tell us — they are just that, proper good!”
Based in Flaxby, North Yorkshire, Chippindales works with more than 65 egg producers and packs over 14 million eggs each week.
The newly branded eggs will launch in 66 Morrisons stores across the region from August 1, retailing at £1.85 for a six-pack.
