Welfare-led challenger grows from 43 launch stores to 130 unique Asda stores, reshaping its range around proven 10-pack demand.
Better Eggs is set to more than triple its Asda footprint from 43 launch stores to 130 unique stores from Week 38, almost exactly one year after the brand first arrived on shelf.
The expansion follows a first year in which the latest Asda sales-by-SKU export records £631,974.53 in retail sales across 264,896 packs in the 50 complete weeks from 15 September 2025 to 24 August 2026. That equates to 2,103,596 individual eggs sold before the brand had reached its first anniversary.
From Week 38, Better Eggs 6 Large and the new Better Eggs 10 Large will each be listed in 125 Asda stores, in an identical store estate. Better Eggs 10 Mixed Weight will be available in 70 stores, while 6 Medium will leave the range.
The existing 10 Mixed Weight pack has been the biggest value driver in year one, generating £354,760.46 and accounting for 56.1% of Better Eggs sales value. Its 128,555 packs represented 1,285,550 individual eggs, or 61.1% of the brand’s egg volume in the period. The performance helped inform the decision to add a second 10-pack format for year two.
Better Eggs was created in Lincolnshire to bring clearer differentiation to the egg fixture. Its free-range hens are kept at 8.1 birds per square metre, 10% below the standard free-range maximum of 9.0, giving them more space to live and roam.
The brand also grows grain in Lincolnshire, mills feed through its own system and operates a fully traceable supply chain centred within approximately 25 miles. Better Eggs is RSPCA Assured and covered by the British Lion Code.
The first year has also brought industry recognition. Better Eggs was named The Grocer’s Top Launch 2025 in eggs, became a Startup of the Year finalist at The Grocer Gold Awards 2026, received a 1-Star Great Taste Award 2026, and is shortlisted in the Home Baking category of the Great British Food Awards 2026.
“A year ago Better Eggs was a new brand in 43 Asda stores. In the latest complete sales data, shoppers have bought 2,103,596 eggs and now we are moving into 130 stores. For me, that is the proof that there is room in the category for something genuinely different. We did not build Better Eggs just to put another green box on the fixture. We built it from the hen upwards and then watched what shoppers actually did. The biggest lesson from year one is to follow the data. The 10 Mixed pack became our strongest value driver, so we have reshaped the range around what people are buying and introduced 10 Large for year two. We are proud of the first year, but this is really the starting point.”
Henry O’Connor, creator of Better Eggs
“Better Eggs combines the farming infrastructure and experience of a long-established British egg producer with the pace and ambition of a challenger brand. The first year has given us confidence to keep investing behind the next stage of growth while protecting the welfare, quality and supply standards behind the proposition.”
Daniel Fairburn, Chief Executive, L.J. Fairburn & Son
The Week 38 expansion lands in the same week as Better Eggs’ first anniversary and marks the brand’s largest distribution step since launch.
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