The Co-op has followed Iceland's lead by selling eggs from chickens fed a natural diet. Buyer Geoff Cox said the society would source its entire range of eggs from hens fed an artificial ingredient-free and GM-free diet once a suitable supplier had been found. He said colourants used to make yolks appear darker had no benefit to the consumer. Iceland chairman Malcolm Walker withdrew all additives from its egg producing hens' feed in November last year and saw a 50% increase in sales within a week. "Arguments that the public demands a yellow yolk seem to be becoming less relevant. For years we have all been conditioned to believe a yellow yolk typified a quality egg, but now we've told people exactly why they are that colour they are happy to have an alternative natural product at no extra cost," said Walker. {{NEWS }}