Brits appetite for gold prompts product relaunch

Bird Bros has relaunched its Gloriously Golden free-range eggs with bright new packaging, as Brits show a real appetite for gold.

The egg producer, based in Bedfordshire, says continuing demand for golden yolks prompted the packaging revamp.

Matthew Bird, commercial director at Bird Bros, says: “Going for gold is first choice for many of our customers who love those deliciously rich and vibrant yolks.

“That demand looks set to continue so we have revisited the design for the range, changing the packaging to a beautiful golden-yellow and incorporating other subtle design changes. The slicker, smarter, colourful new look better reflects the high-quality product within.

“The eggs are produced in sunny East Anglia where our hens roam freely among specially grown tree plantations, and are fed with an enriched feed, ensuring those lovely golden yolks.”

Bird Bros’ Gloriously Golden free-range eggs are available in retail packs of 6 and 10, as well as in 5 and 15 dozen catering boxes. The product is listed in both Nisa and Spar as well as more than 250 food service outlets and independent shops across the UK.

The packaging relaunch is the second time this year Bird Bros has put the spotlight on gold – the brand also extended its range this summer with the launch of a new premium egg product – the White Gold range.

Characterised by its white shell and golden yolk, the range which launched in June is already proving to be a hit with consumers.

Bird Bros says the introduction of white eggs produced from white hens (which can be easier to manage and are capable of producing eggs over a longer laying cycle than brown hens) will ultimately help to improve efficiency and support the company’s sustainability goals.