Noble Foods has come up with a cracking new egg brand to help British soldiers that have been wounded in action.
The owner of the Happy Egg Co range has launched the aptly named Eggs for Soldiers in partnership with Help for Heroes, which will receive 15p for every £1.68 pack sold.
The free-range eggs hit Tesco shelves on Monday and will reach the other multiples shortly. Noble hopes Eggs for Soldiers, which is supported by a dedicated website, will raise £250,000 in donations in its debut year.
The military-themed packaging has a khaki background, with an egg and toasted 'soldier' arranged to look like a medal.
Noble said it wanted to show shoppers that it did not take much to support wounded soldiers all they needed to do was buy an everyday food staple.
"We hope people will see these packs and realise it's so easy to support the brave men and women who, in joining the armed forces, know they may risk it all for our country," said Noble's Steve Horton.
Hailing the "fantastic" launch, Help for Heroes co-founder Bryan Parry said: "The money that will be raised is greatly needed and hugely appreciated."
Eggs for Soldiers joins a growing number of food products being sold in support of the armed forces.
Red Lion Foods launched a range of grocery staples last year, with money going to a range of charities including Help for Heroes.
Hovis has also thrown its weight behind the Royal British Legion's annual poppy appeal by donating money for every Seed Sensations loaf sold.
Red Lion range revamp targets £150m in sales (5 March 2011)
Army charity wants help from supermarket chiefs (14 February 2011)