Noble Foods switches foodservice volumes into retail

Noble Foods has redirected its foodservice liquid egg products into the grocery retail channel to help meet the exceptional demand for eggs during the COVID-19 crisis and ensure these products still have a route to market while pubs, restaurants and takeaways are closed.

There are two liquid egg products, free-range and colony, with the branding Great British Egg Co, and are being promoted to consumers as a convenient and easy to use alternative to shell eggs.

Veli Moluluo, managing director 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 lockdown, 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.

“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.”

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