The Happy Egg Co. has transformed its entire range to offer eggs much richer in Vitamin D as part of a major new brand refresh.
The range now contains 28% more Vitamin D, also known as the sunshine vitamin, per 100g than standard eggs and is available now. It features an updated packaging design which showcases the new Vitamin D credentials, as well as a new ‘full of natural tasty goodness’ proposition.
The refresh is supported by major marketing investment around the new slogan, including a digital campaign and exclusive partnerships with Park Run and the National Schools Partnership.
The Happy Egg Co. is currently in 15% value growth, outperforming both the market and the total Free Range category.
It discovered that Vitamin D given to hens for their own health and wellbeing is rapidly absorbed and passed on to their eggs.
In the UK it is estimated that one in five adults are vitamin D deficient.
Stuart Agnew, Category & Marketing Director at brand owner Noble Foods, commented: “We are confident that this unique innovation which meets consumers’ needs whilst staying true to our welfare credentials, will encourage shoppers to trade up and drive further growth of the category.”