Chippindale Foods has announced the rebrand of its Yorkshire Eggs to Proper Good Yorkshire Eggs.
The Myton Food Group-owned brand has aimed to improve shelf standout with brighter and bolder packaging.
It is also focusing on its support for local farmers with its ‘laid and packed in Yorkshire’ messaging.
The pack also draws attention to its heritage, with labelling calling out how it has been in business since 1930.
Proper Good Yorkshire Eggs (rsp: £1.85) will remain free range, RSPCA and British Lion Code accredited.
“We are pleased to be rebranding our popular Yorkshire Eggs with a brighter and more fun look under the name Proper Good Yorkshire Eggs, because that’s what our customers tell us – they are just that, proper good,” said Harriet Heap, senior sourcing & sales manager for eggs at Chippindales.
The new packaging and branding was previewed at the Great Yorkshire Show, where visitors said it “captured the essence of Yorkshire” and was a “bright and fun addition to the egg aisle”.
Based in Flaxby, North Yorkshire, Chippindales produces over 14 million eggs every week, working with more than 65 egg producers.
The new branding will launch into Morrisons from 1 August.
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