UK: Hard boiled eggs now sold retail 22 Aug 2008

The UK egg packer and egg products manufacturer provides millions of hard-boiled eggs to sandwich and salad manufacturers nationwide. According to the company's Group Marketing Director Finn Cottle, the idea of providing a hard boiled egg into retail stores seemed like a natural progression.

It is reported that current egg consumption per capita in the UK is 140 shell eggs a year. Noble Foods hopes the introduction of the new 'Fresh and Tasty' chilled hard-boiled eggs will help increase this number.

"[Eggs] can be seen as a fridge filler and consumers need to be reminded that they are a versatile, value for money alternative to other proteins. In offering an already boiled egg, we are providing time-poor consumers with an easy snacking solution," says cotte.

The eggs are being launched in selected Sainsbury's Convenience stores, retailing at £1.99 for a pack of 4.