Noble Foods unveils new design for happy egg co. brand

Noble Foods has unveiled a new brand design, packaging, website and narrative for its flagship brand, the happy egg co.

It’s the first time since 2018 that the UK’s number one egg brand has seen a complete design overhaul, which extends to packaging, POS, website, social media, and all brand touch points, sees the return of the iconic brand-promise “Happy Hens Lay Tasty Eggs”. New packs have already begun to roll out to stores across the UK.

Driving the refreshed design is a desire by Noble Foods to bring welfare back to the core of the brand, by creating greater transparency, highlighting the many benefits of the free-range eggs and creating greater interest in the free-range sector altogether. The happy egg co. already leads the category as the No.1 most recognised egg brand – with 85 per cent awareness and £89m RSV.

“Our ambition with this re-brand for the happy egg co. is to reclaim leadership as the no.1 welfare egg brand and show how the happy egg co. adheres to higher animal welfare standards than other free-range eggs,” said Kate Charman, Senior Brand Manager at Noble Foods.

“Beyond our investment into the brand’s look and feel, which includes improved visibility in retail stores, we’re excited to be pushing forward the free-range category at large. Engaging more consumers to choose great quality, free-range eggs, with a better understanding of the benefits of buying them”.

Behind the brand’s new look are four key pillars to advancing welfare. From enhancing hen enrichment claims and increasing tree cover on farms, the brand is also enhancing hen feed and overall highlighting the brand’s superior welfare standards.

“Leading with our iconic brand promise – ‘Happy Hens Lay Tasty Eggs’ – we have a suite of exciting activity coming up in the next few months as part of our re-brand campaign and we’ll ensure all content links back to life on the farm, showcasing how our farmers always go that extra mile to make our girls happy,” Charman said.