White eggs may be about to make a comeback in the U.K. after a successful trial by Noble Foods.
Noble launched its Snowy White eggs in December 2013 as a limited festive season trial in 96 Tesco stores. The Snowy White eggs sold well, outperforming similar promotional lines. One store sold 440 egg packs in five days. The response to the eggs was so good that the company is considering extending their presence in the market.
Snow Whites are a recent example of the company's development of strong recognizable egg brands. Noble has invested heavily in brand development and its most recognizable brand to date, happy egg free range, has an annualized retail value of GBP75 million (US$123.7 million).