Major egg supplier Fairburn’s has launched its Better Eggs brand into Asda stores.
Better Eggs are available in six medium (rsp: £2.24), six large (rsp: £2.48), and 10 mixed (£3.50) packs.
The eggs, which have “rich, golden yolks and freshness”, are produced in Lincolnshire within a 25-mile radius of the company’s headquarters.
The brand controls each stage of production including cultivating grain and milling all its own feed, giving it a fully traceable food chain and reducing the reliance on imported feed.
According to parent company LJ Fairburn & Son, the approach cuts food miles and carbon footprint while allowing bespoke, nutrient-rich diets that boost both hen health and egg quality.
The launch has been designed to meet a growing appetite for responsibly produced, high-welfare British food, it said.
“Britain deserves better eggs. That’s why we control every step from farm to fridge – giving shoppers eggs that are richer in taste, higher in welfare and lower in environmental impact,” said Henry O’Connor, creator of Better Eggs. “Our hens live the ‘Better’ way – exploring fields, roosting in spacious sheds, and eating the best grain that we’ve milled ourselves.
“By managing the whole journey, we deliver fresher eggs, respect animal welfare and protect the planet.”
All packaging is made from 100% recycled fibre, which can be recycled up to seven times.
The company has also removed 400 tonnes of plastic and powers its farms, mills and headquarters with 100% renewable energy.
“After more than 75 years as an independent, family-run egg producer, Better Eggs brings together our heritage and a new vision for the future,” said Daniel Fairburn, CEO of LJ Fairburn & Son. “With lower stocking densities, certifications from the British Lion Code and RSPCA Assured, we’re proving that high welfare and sustainability can go hand in hand with great value and taste.”
The move follows the launch of Fairburn’s Famous earlier this year, which included a four-back of British blue eggs also available in Asda. The company said the pack size and price point were designed to make premium eggs more accessible.
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