From Our Print Edition

As prices returned to more historic levels, total fresh egg unit sales jumped 7.2% during the 12 weeks ended March 24 (versus the same period a year ago), according to Chicago-based market research firm Circana. Total dollar sales were down 17.7% to $2.45 billion. However, a handful of specialty brands (Vital Farms, The Happy Egg and Pete & Gerry’s) bucked the trend, registering double-digit dollar gains.

Utopihen’s pasture raised
soy-free eggs are now corn-free, too.

“Consumers are increasingly interested in knowing where their food comes from and prioritizing high-quality, humanely raised options,” explains Whitney Fortin, vp of marketing at Rogers, Ark.- based Happy Egg. As a result, “We’ve seen the outdoor access egg category continue to grow.” However, she adds, there’s still a lot of confusion at the shelf, where shoppers often struggle to understand the differences between conventional, cage-free and outdoor-access farming practices. So continued consumer education — especially at the point of sale — is key.

NEED SOMETHING FOR EVERYONE

The continued growth of specialty egg brands also highlights the importance of a diverse set with something for everyone. “Every year more young consumers and shoppers are joining the buying arena and with that [comes demand for different items],” says George Weaver IV, customer and employee relations manager at New Holland, Pa.-based Westfield Egg Farm, which produces the Utopihen and Nature’s Yoke brands. “Some consumers are driven by price/ budget and others purchase based on the difference that purchase makes, for them and the world around them.”

Happy Egg recently added 18-counts of its certified organic and signature free range eggs.

As a result, “Product diversity still seems to be a wise decision for retailers. Retailers should seriously consider who their target consumer is and what other products in the store they are trying to sell. If they are looking for a higher basket value consumer, then free- range and pasture-raised eggs are definitely a must.”

Last month, Utopihen Farms replaced its pasture raised soy-free eggs with a pasture raised soy- and corn-free variety that taps into its mission of “making difference, one change at a time,” says Weaver. Ideal for consumers with soy or corn allergies and sensi- tivities, the upgraded, non-GMO eggs also boast a healthier fatty acid profile. “These pasture-raised eggs are truly an authentic, vitamin-packed, niche egg that is perfectly suited for retailers looking to provide the next level of eggs to their category.”

‘Consumers are increasingly interested in knowing where their food comes from and prioritizing high-quality, humanely raised options.’

Meanwhile, Happy Egg recently introduced 18-count packages of its certified organic and signature free-range eggs, which are available nationwide at select Kroger, Sprouts, Stater Bros., and Walmart locations.

“We introduced this larger size to provide a convenient option for those looking to purchase our premium, free-range eggs in larger quantities,” says Fortin. “We continue to see our 18-counts being added to shelves due to consumer demand, and we don’t expect this to slow anytime soon.”

Aegis Foods is introduc- ing pasteurized in-shell poached eggs under its a good egg brand.

While pasture-raised and free-range eggs address concerns around animal welfare, more and more consumers also want to do right by the environment, says Jasen Urena, VP at Denver-based NestFresh. As a result, “Regenerative agriculture and sustainable farming are a huge trend right now and for good reason. It is the future of farming.” He adds, “While it requires an initial investment, the long-term benefits for the soil and environmental health far outweigh the costs. It…shows that we can do things better, without having to increase the cost of food exponentially.”

NestFresh offers a line of Regenerative Organic Certified Eggs under the New Barn Organics brand.

Although animal welfare and environmental health are driving new product development right now, manufacturers haven’t forgotten the importance of convenience— and safety. To that end, South Holland, Ill.-based Aegis Foods, parent company of a good egg, is introducing pasteurized cage-free in-shell poached eggs. “Just therm and you get a poached egg perfect for eggs benedict, shakshuka, eggs Sardou or hot pot,” says Aegis Foods CEO Jay Berglind. “No fuss, no hassle. Perfect every time.”

FORTIFIED EGGS DON’T RAISE CHOLESTEROL

A new study suggests they may even offer health benefits for some.

A study, presented last month at the American College of Cardiology’s Annual Scientific Session offers promising new evidence on levels fortified eggs.

Carried out by researchers at Duke and sponsored by Eggland’s Best, the clinical trial studied 140 participants from a broadly generalized population who had a high risk of heart disease. Researchers asked one group to eat two or fewer eggs per week for four months and the other to eat 12 eggs enriched with various vitamins and nutrients each week during the same period of time.

Researchers found that, over four months, eating fortified eggs had no adverse effect on lipid profiles and markers of cardiovascular risk. The study also suggested that consuming those eggs could potentially reduce levels of LDL cholesterol in certain older individuals and those with diabetes and may help increase levels of HDL cholesterol in older individuals. Consumption of fortified eggs may also increase Vitamin B12 levels.

“These study findings are a step forward in understanding how fortified foods like Eggland’s Best eggs can play an even bigger role in a healthy diet,” says Dawn Jackson Blatner, registered dietitian and nutritionist. “Especially for those at risk of cardiovascular disease, the ability to enjoy eggs without negatively impacting cholesterol levels can be a game-changer.”

A NEW ADDITION

Farmers Hen House created new packaging that helps consumers better differentiate between different egg types.

This spring, a good egg will add in-shell soft boiled eggs. “Again, just warm and enjoy,” he says. “People love soft boiled eggs but don’t want to go through prepping for such a short cook time.” And the pasteurization means consumers can cook, handle and enjoy eggs without fear of salmonella. The most noticeable change happening in the egg category is packaging. Gone are the days of gray cardboard cartons. For example, NestFresh has undergone a complete brand refresh, which has started rolling out at Harris Teeter, Publix and H-E-B.

JUST Egg’s new paper carton is better for the environment —and a better value.

“Rich, colorful packaging and illustrated scenes help tell the story of our farms, while still following a data-forward and research-backed design direction as a whole,” says Urena, who adds that the refresh is more than cosmetic. “We’re also continually innovating new packaging and material formats throughout all stages of our supply chain. The more plastic we can remove from each step of the process, the better.”

Similarly, Alameda, Calif.-based Eat Just has begun a national rollout of a new paper carton for its JUST Egg.

“Last year, we promised our fans we’d move away from our plastic bottle, and now, we’re proud to pres- ent our new, more sustainable paper carton for JUST Egg,” says Matt Riley, chief revenue officer. “Of course, a paper carton improves our sustainability footprint significantly. But because of its slightly larger size (16-ounce carton versus a 12-ounce bottle), consumers will be getting about 27% more product per carton, at about the same price per ounce.”

At the end of 2023, Farmers Hen House, Kalona, Iowa, also unveiled new package designs. “We did this in order to make it easier for customers to recognize both our brand and the specific egg type,” says Ryan Miller, CEO.