Noble Meals rebrands its Purely Natural eggs

10 September 2024

3 minute learn

Noble Meals has unveiled a vibrant rebrand for Purely Natural, a prime UK natural egg model, introducing a wholly new design scheme, up to date packaging, and a brand-new web site that includes healthful recipe content material, in keeping with a company-issued press launch.

This complete redesign marks a big step ahead for Noble Meals’ flagship natural model, which is price £21.7 million yearly and has seen year-on-year worth share development from 20% to twenty.5% within the natural egg market. 

The rebrand is the primary main replace for Purely Natural since its launch, encompassing new packaging throughout its six and ten packs, POS supplies, and an enhanced on-line presence. Purely Natural is the most recent model within the Noble Meals portfolio to obtain a design overhaul, with flagship free-range model The Comfortable Egg Co. and taste-led Freshlay Farms Golden Yolkers receiving vital design funding throughout the previous yr.

The model’s new look goals to strengthen a dedication to nature and sustainability, showcasing the advantages of natural farming and interesting to a rising viewers of eco-conscious shoppers, who worth manufacturers with excessive welfare and sustainability requirements. The brand new packs are actually stocked in shops throughout the UK, together with Asda, Co-op, Morrisons, Sainsbury’s, and Tesco.

“Our objective with this refresh for Purely Natural is to carry nature again to the guts of the model,” mentioned Anita Nutchey, advertising supervisor at Noble Meals. “Whereas the brand new design and vibrant packaging convey a greater sense of the model itself, we need to emphasise our dedication to natural farming practices and nature, by way of the standard of our eggs, which come from hens raised beneath the very best welfare requirements.”

The brand new model id for Purely Natural focuses on three core pillars: placing nature first, championing British wildlife, and letting hens be hens. This technique aligns with Purely Natural’s wider model promise, as described on its web site: ‘We’re on a mission to assist form a sustainable setting the place nature can thrive. Shoppers can get pleasure from splendidly scrumptious free-range natural eggs and be ok with doing their bit for nature.’

Along with the redesign, Noble Meals is making strides in environmental stewardship throughout its natural farming operations. By planting new native species-rich hedgerows, bushes, and shrubs, and ranging chopping peak, the corporate is creating habitat corridors which can help numerous wildlife. Noble Meals has additionally put in hibernaculas, log piles, and chicken and owl packing containers to offer shelter and nesting areas for native species, enhancing biodiversity on its Purely Natural farms.

“We’re not simply investing in a brand new look; we’re additionally investing in the way forward for the natural egg class,” Nutchey continued. “We purpose to have interaction extra shoppers with the advantages of selecting natural eggs, selling a greater understanding of why Purely Natural stands out out there.”

On a broader scale, Noble Meals is continuous to implement power effectivity measures throughout its operations, together with the set up of energy-efficient lighting and heating controls on farms. Moreover, the corporate is continuous to extend the quantity of uncooked supplies sourced from throughout the UK, serving to to cut back the Purely Natural’s carbon impression and help native industries.

The brand new web site will function a hub for the Purely Natural story, providing transparency into the model’s farming practices and the origins of its eggs. The location will function content material concerning the sustainability journey, biodiversity tasks, what it takes to be an natural egg, life on a Purely Natural farm, recipe concepts, and a retailer locator.

The rebrand shall be supported by an array of latest, healthful recipes alongside vibrant new recipe images, to encourage new methods of utilizing natural eggs within the kitchen.