Freshlay Golden Yolks are produced by a small collection of family-run farms, whose free-range hens are fed on a diet of natural paprika and marigold. This specialised diet results in the hens’ eggs having a dark, golden yolk.
Noble Foods category and marketing director Stuart Agnew said: “Our consumer research revealed that people view the colour of a yolk as the signal of the egg’s quality. We believe we are the first company to achieve the dark golden colour through natural additions to our hens’ diets.
Limiting the number of farms that supply the range to three helped to create a premium product without a hefty price tag, Agnew added.
The eggs will launch in selected Co-op stores from the second week of January with a manufacturer’s suggested retail price of £1.75 for six and £2.20 for 10 mixed weight eggs respectively.
The launch of the Freshlay range comes less than a month after Noble Foods secured planning permission to extend its factory in Lincolnshire by 929m2. The new space will be used to accommodate the installation of automatic palletisers, which require a ceiling height of five metres to operate.