The UK firm’s gross sales have grown 123%
8 December 2023
4 minute learn
Noble Meals has unveiled a brand new artistic course for its speciality free-range model, Freshlay, in line with a company-issued press launch.
Freshlay Farms will launch on December 11, 2023 into Tesco, Sainsbury’s, ASDA and Co-op with newly packaged Golden Yolker eggs, famend for his or her deep, wealthy yolks. The packs of six and ten free-range eggs change the previous ‘Freshlay Golden Yolks’ model – which noticed retail gross sales enhance 123% up to now 12 months for Noble Meals, the UK’s main egg producer.
Freshlay Farms, which has seen an 84% enhance in worth share within the free-range market year-on-year, is putting out with key differentiators for its style credentials, which have rapidly grow to be a defining characteristic for the model. This 12 months alone, the Golden Yolker eggs have been awarded with a Nice Style award, a Nice British Meals Gold award and a High quality Meals Silver award.
By emphasising the exceptional flavour profile of its eggs, Freshlay Farms goals to create an enduring bond with customers, fostering loyalty and driving additional development for the model.
Freshlay Farms Golden Yolker targets the prosperous indulger, searching for a premium, however accessible, nice tasting egg. Freshlay Farms Golden Yolker has created a number of recipes which are tailor-made to problem the common “foodie” but additionally provide simplicity, guaranteeing they are often effortlessly recreated at house. Past elevating on a regular basis experiences, Freshlay Farms Golden Yolker can also be thoughtfully designed to focus on key events, resembling Mom’s Day, enhancing particular moments with its distinct high quality and style.
Increasing on the gastronomic theme, Freshlay Farms has introduced two partnerships within the coming 12 months. The model is partnering with Nice British Cooks to create unique recipe content material with three breakthrough cooks: Anna Søgaard of ‘Bistro Freddie’; Richard Bainbridge of ‘Benedicts’ and Jozef Rogulski of ‘The Sport Fowl’. Along with recipe and meals content material, the model can be promoting and collaborating with Nice British Cooks on social media.
The second partnership for Freshlay Farms is with BBC Good Meals, the place the richly colored eggs can be utilized in unique recipe content material for the journal’s well-liked social channels and recipe pages – excitingly Freshlay Farms would be the first model to characteristic on BBC Good Meals’s TikTok channel.
“Freshlay has achieved phenomenal success by successfully driving trade-up and including substantial worth to the free-range class. Latest stories have proven us an achievement of 40% switching good points from personal label”, stated Anita Nutchey, Advertising and marketing Supervisor at Noble Meals. “Nevertheless, the benefit of Freshlay Farms is our means to supply a terrific trying and even higher tasting egg, with an expensive really feel at a extra accessible degree.”
Distribution will increase have performed a pivotal position in Freshlay Farms’ journey, contributing considerably to the surge in quantity gross sales and enhanced market penetration. By increasing its attain and availability, Freshlay has not solely secured a bigger client base however has additionally bolstered its place as an trade frontrunner. Freshlay Farms’ achievements and development have all been realised with out substantial promoting and promotion funding, and within the absence of a clear-cut model proposition.
The redesign has been spearheaded by the design company Brandon. Along with defining the model’s position and enhancing on-shelf standout, Brandon has labored to create a brand new set of ownable belongings.
“Our intention was to craft a novel id for Freshlay Farms utilizing a brand-driven and distinctive visible fashion, offering a recent perspective in a cluttered class. The design targeted on highlighting the celebs of the plate—these well-known golden yolks— and creating packaging that isn’t simply recognisable but additionally radiates accessible luxurious. This strategy effortlessly establishes Freshlay Farms as a category-defining icon at shelf and paves means for additional model development,” stated Katie Rowley, design director at Brandon.
As a part of the model’s new look, the tagline ‘Solely sourced from our trusted household of farms’ has additionally been included into designs and packaging.
Wanting forward, Noble Meals has recognized an unexplored branded hole throughout the specialty marketplace for Freshlay Farms. This presents a high-value alternative for the model to determine itself as a dominant participant within the phase, catering to discerning customers searching for distinctive style and high quality.
