Noble Foods has unveiled a new brand design, packaging, website and narrative for its flagship brand, The Happy Egg Co.
This marks the first time since 2018 that the egg brand has undergone a complete design overhaul, with the changes extending to packaging, POS, website, social media and all brand touch points.
The brand promise ‘Happy Hens Lay Tasty Eggs’ will return, with the new packs having alread rolled out to stores across the UK, including Tesco, Co-op, Sainsbury’s and Asda.
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The design refresh comes as Noble Foods looks to bring welfare back to the core of the brand by creating greater transparency, highlighting the benefits of free-range eggs and creating greater interest in the free-range sector as a whole.
Happy Egg Co is focusing on four key pillars to advance welfare including enhancing hen enrichment claims, increasing tree cover on farms, enhancing hen feed and highlighting the brand’s high welfare standards.
Noble Foods senior brand manager Kate Charman said: “Our ambition with this rebrand for the Happy Egg Co. is to reclaim leadership as the no.1 welfare egg brand and show how the Happy Egg Co. adheres to higher animal welfare standards than other free-range eggs.
“Beyond our investment into the brand’s look and feel, which includes improved visibility in retail stores, we’re excited to be pushing forward the free-range category at large. Engaging more consumers to choose great quality, free-range eggs, with a better understanding of the benefits of buying them.”
The new website will include the brand’s full welfare story, alongside additional content about the farmers and new recipe inspiration.
It will also feature an enhanced ‘farm tracker’ for consumers to gain better awareness of where eggs come from, using a unique code on each egg.
