US sales of The Happy Egg Co have broken $10m for the first time.

The Noble Foods brand moved into the US two years ago and is available nationwide in retailers such as Wal-Mart, Kroger and Safeway.

The brand’s success reflected an “increasing demand for food that comes from humanely raised animals,” said COO David Wagstaff, adding the company was aiming to grow the brand’s US sales to $45m in the next three years.

When the brand launched in 2012, 95% of eggs sold in the US were from caged hens, but California will next year introduce a ban on eggs produced in this way. California imports four billion eggs a year from other states, and some industry observers have suggested the ban could result in a major shift towards free-range production nationwide.
Earlier this month, Happy Egg was awarded the Golden Egg Award, at the 50th International Egg Commission conference in Edinburgh, for its work on launching the brand in the US.