noble foods liberty farms eggs

Happy Egg Co owner Noble Foods has developed an exclusive egg range for Amazon Fresh under new brand Liberty Farms.

The supplier has secured listings for a total of eight Liberty Farms SKUs with the web retail giant’s new grocery service, which is currently available to Amazon Prime users living in a trial area covering East and Central London.

The Liberty Farms line-up consists of six, 12, or 15 free-range eggs in medium and large sizes (rsp: 85p to £2), in addition to six and 12-packs of organic eggs (rsp: £2.52 to £4).

The Amazon Fresh egg range also includes products from Stonegate, Clarence Court, Noble’s Big & Fresh and the Happy Egg Co, plus a selection of Morrisons’ own-label eggs listed as part of the retailer’s tie-up with Amazon.

The Liberty Farms brand was developed by Noble specifically for the fledgling Amazon service, a spokeswoman for the company said.

“Given the recent launch of Amazon Fresh, we are keeping a close watch on sales to see if and how we need to further develop the brand to meet the demands of the Amazon Prime consumer,” she added.

Amazon Fresh launched in its London trial area, serving an initial 69 postcodes, on 9 June. It had a starting line-up of some 130,000 products, including a significant number of Morrisons products, but also experienced teething problems in its first few weeks with reports of cancelled orders and price variations on different parts of the site.