UK – Noble Foods, UK’s prominent egg supplier, has introduced a significant rebranding for its Purely Organic range, one of the UK’s leading organic egg brands.
The refresh includes updated packaging, an overhauled design scheme, and a redesigned website that features new recipe content, according to a company press release.
This comprehensive rebranding marks the first major update for Purely Organic since its debut.
The brand, valued at £21.7 million (US$28.4M) annually, has experienced consistent year-on-year growth, increasing its market share from 20% to 20.5% within the organic egg sector.
The revamped packaging will now be featured on the six- and ten-pack cartons, alongside new point-of-sale materials, and an enhanced digital presence.
Purely Organic is the latest in Noble Foods’ portfolio to undergo such changes, following similar updates to the company’s flagship free-range brand, The Happy Egg Co., and Freshlay Farms Golden Yolkers over the past year.
The company’s rebranding efforts emphasize Purely Organic’s focus on sustainability and eco-conscious practices.
The new packaging aims to highlight the benefits of organic farming while appealing to consumers increasingly drawn to brands with strong welfare and environmental commitments.
The updated design is already available across major UK retailers, including Tesco, Morrisons, Sainsbury’s, Asda, and Co-op.
The rebrand comes amid a period of substantial growth and investment for Noble Foods.
Earlier this year, the company announced plans for a new 10,000-square-meter manufacturing site in Leicestershire, aimed at expanding its product range.
Although the investment figure was not disclosed, the facility will focus on producing a variety of egg-based convenience foods, such as omelettes, egg bites, and frittatas, tapping into the growing demand for ready-to-eat products.
The new site is expected to create 150 jobs during its phased opening, with the potential for future expansion and additional employment opportunities.
Noble Foods, a leading supplier of shell eggs and the company behind well-known brands like the Happy Egg Co., Big & Fresh, Freshlay Golden Yolkers, and Heritage Breeds, sees this move as part of its broader strategy to offer a more diverse array of egg-based products in the UK market.
