NOBLE FOODS is to re-launch its Freshlay Farms premium free-range brand into Tesco, Sainsbury’s, Asda and the Co-op with a focus on their flavour.

The ‘Freshlay Farms Golden Yolker’ packs of six and ten free-range eggs replace the former ‘Freshlay Golden Yolks’ brand – which saw retail sales increase 123% in the past year.

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The egg line targets “affluent indulgers” and is positioned as a premium but accessible product.

In support of the re-launch, a partnership with the website Great British Chefs will see three “breakthrough” chefs creating recipes using the eggs have been established.

Another partnership is with BBC Good Food, which will run more recipe content using the brand.

Adding value

Anita Nutchey, Marketing Manager at Noble Foods, said: “Freshlay has achieved phenomenal success by effectively driving trade-up and adding substantial value to the free-range category.

“Recent reports have shown us an achievement of 40% switching gains from private label.

“However, the advantage of Freshlay Farms is our ability to offer a great looking and even better tasting egg, with a luxurious feel at a more accessible level”.

“Our aim was to craft a unique identity for Freshlay Farms using a brand-driven and distinctive visual style, providing a fresh perspective in a cluttered category, added Katie Rowley, design director at the agency behind the new packaging, Brandon.

The design focused on highlighting the stars of the plate—those famous golden yolks— and creating packaging that is not just recognisable but also radiates accessible luxury.

“This approach effortlessly establishes Freshlay Farms as a category-defining icon at shelf and paves way for further brand growth.”