Freshlay Golden Yolks, the most recent addition to the Noble Foods stable of UK produced free range egg products, has received the stamp of approval from critics, winning its first Great Taste award within months of hitting shelves. “Freshlay initially launched exclusively in Co-Op stores at the end of January and since then it has seen 15%[1] of its sales come from shoppers who hadn’t previously purchased eggs in Co-Op, adding a new, incremental audience to the egg category.”
“The launch of Freshlay Golden Yolks is one of our big success stories of 2019,” said Matt Davis, marketing controller at Noble Foods. “We expected interest in the brand and to date we’ve sold close to three million eggs[2] but the most rewarding result has been the introduction of the goodness of eggs to a whole new audience.
“We extended availability at the end of July by launching into Booker and the Great Taste award is a crowning moment in the first year of the brand. It’s gratifying that over 500 of the most demanding palates, belonging to food critics, chefs, cooks, restaurateurs, buyers, retailers and producers concluded that Freshlay was worthy of the award for its fantastic flavour.”
Freshlay Golden Yolks are produced by a small collection of family-run farms, whose free-range hens are fed on a diet of natural paprika and marigold. This specialised diet results in the hens’ eggs having a deep, golden yolk.
[1] Nielsen (AOD) 32 w/e 17.08.19 versus previous 32 weeks
[2] Nielsen 52 w/e 10.08.19
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