NOBLE FOODS has announced a major brand refresh for its flagship Happy Egg Co brand.

It is the first major overhaul of the branding since 2018, with refreshed packaging, POS, website and social media.

See also: Egg sales up 10% year-on-year over Christmas

New marketing activity – including the first primetime TV advertisements for an egg brand – is underway ahead of pancake day.

The new website will host recipes, an egg tracker and case studies of farmers in the Happy Egg Co supply chain.

Kate Charman, senior brand manager at Noble Foods said: “Our ambition with this re-brand for the happy egg co. is to highlight our leadership as the no.1 egg brand and to show, more visually, how the happy egg co. brings high animal welfare standards to the consumer.”

Choose free-range

“Beyond our investment into the brand’s look and feel, which includes improved visibility in retail stores, we’re excited to be pushing forward the free-range category at large.

“Engaging more consumers to choose great quality, free-range eggs, with a better understanding of the benefits of buying them.”

The Happy Egg Co. leads the UK’s egg category as the most recognised egg brand – with 85% awareness  and £89m Retail Sales Value.