The Happy Egg Co has teamed up with Adelie Foods to create a range of ready to eat scrambled egg products.
The Noble Foods-owned brand is set to launch the range of pre-cooked scrambled egg pots into Asda’s food-to-go fixture from 5 November, in Classic (135g), Cheese and Bacon (both 145g) variants, each with an rsp of £2.49.
The launch is part of a strategy by the brand to expand beyond the shell egg fixture, with a particular focus on the £20.7bn food-to-go market [Nielsen 52 w/e 11 August 2018]. Health and convenience were key drivers of growth in the sector leaving eggs ideally placed to take advantage, said a spokesman for Noble Foods.
Adelie Foods will manufacture and distribute the range on behalf of the Happy Egg Co. The products can be eaten hot or cold.
It follows the launch of a scrambled egg mix into Asda earlier in the month containing a blend of eggs and milk (rsp: £2.50/500g). The launch targeted the 50% of UK consumers unwilling to spend more than four minutes preparing weekday breakfasts, as highlighted by recent research exclusive to The Grocer.
“We have seen encouraging growth since the launch of our liquid egg whites earlier this year, and that success has paved the way for these alternative product formats. Our ambition is to grow egg consumption and compete in more occasions,” said Noble Foods category and marketing director Stuart Agnew.
“The new formats meet increased consumer demand for more convenient products that don’t compromise on health or quality. We are committed to help consumers eat and live better, powered by the natural tasty goodness of happy eggs; our new scrambled egg products reinforce that.”