Noble Foods has redesigned the packaging of its Freshlay brand, which will launch on 11 December in Tesco, Sainsbury’s as Asda. The new name Golden Yolker will replace the Freshlay Golden Yolks brand.
Sales of the product, which is available in packs of six and ten free range eggs, have risen 123% over the past year, owner Noble Foods said.
Freshlay Farms Golden Yolker is aimed at affluent shoppers “looking for a premium, but accessible, great tasting egg,” said Noble Foods.
“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,” said Anita Nutchey, marketing manager at Noble Foods. “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.”