NOBLE FOODS has diverted liquid egg products into retail to help meet demand and manage the loss of foodservice trade.
Both free-range and colony products will be on sale under the Great British Egg Co brand, with the 500g cartons containing the equivalent of 10 shell eggs.
It is hoped the products will be on shelves by the end of April, with the free-range product having an RRP of £2.
It marks an expansion of the firm’s liquid egg retail offering, with Happy Egg co branded liquid products already on sale.
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It is usually diverted to foodservice operators, but many stopped operating when restaurants, cafes and bars were ordered to close their doors.
Liquid egg is generally derived from class B eggs that are unsuitable for sale as shell eggs in supermarkets.
Extraordinary times
Veli Moluluo, MD of the consumer division at Noble Foods, said: “In these extraordinary times, we are committed to helping supply the nation with high-quality products to meet their needs.
“With households on lock-down, more meals are being consumed within the home than ever before; the versatility and health credentials of eggs have made them a natural go-to for quick and filling breakfasts, lunches and dinners, leading to a significant uplift in consumption.
Meet demand
“Our industry is unique in that our hens can only lay a finite number of eggs, and it takes a considerable amount of time to increase our flock sizes to meet increased demand.
“However, we have a number of products available under our recently launched foodservice brand, The Great British Egg Co. and by switching the liquid egg products into retail solutions, we can minimise waste and help relieve the pressure on shell egg supply.
“Since the start of the COVID-19 crisis we have been working tirelessly with our retail customers to supply them with the products they need, and we will now be able to redeploy some of our foodservice products into grocery to help feed the nation during these difficult times without any reduction in quality.”
