Noble Foods has unveiled new Christmas packaging for its happy egg co brand.

In celebration of the festive season, the limited-edition pack design featuring a red bow and wrapping paper on the signature yellow egg boxes, will appear nationwide in November and December 2022.

See also: New report highlights global move to cage-free egg production

Research from grocery insight firm IGD shows that, at Christmas, updating branding by adding a “wow factor” is a trend bought into by consumers who want to make their Christmas special.

Brian Bircham, senior brand manager at Noble Foods, said: “Christmas is a key time for the category, seeing value growth of 13% compared to pre-pandemic levels.

“Retailers are stocking up on festive lines across the board – and happy eggs are no exception.

‘Starring role’

“The versatility of eggs gives them a starring role during the festive period, with increased family meal occasions involving a wide variety of egg-based recipes.”

In the past year, the happy egg co. sold 196 million eggs.