Shelf Review: The Happy Egg Co

The Happy Egg Co promotes the wellbeing of its hens, which live on Freedom Foods-accredited farms, and believes that well-looked-after hens produce better-tasting eggs. The branded eggs are on sale in distinctive yellow boxes at major supermarkets at around £1.58 for six medium eggs and £1.78 for large.

Egg consumption rose 3% last year to just under three billion occasions, driven largely by demand for free-range products, according to new research. Free-range eggs represent 56% of egg sales. The majority of eggs are sold under supermarkets’ own label.

Graphics 6/10
The graphics are bright, colourful and distinctive in comparison to the grey boxes we are used to seeing eggs packaged in, and succeed in being both fun and appealing to ethically minded consumers. The cartoon chicken manages to communicate the ‘happy chicken, tasty eggs’ message.

As a fairly new brand, we expected more information on the carton itself, about the hens, the company’s farms and why The Happy Egg Co produces better eggs.

Instead, the reverse of the carton has the simple message at The Happy Egg Co we believe that happy hens lay tasty eggs, and a website address. On the inside of the lid there is further explanation, but most shoppers will only see this once they have bought the eggs.

The lack of messages keeps the carton clean and bright, but a few more words would help the inquisitive passer-by.

Function 6/10
The egg box is exactly the same in form and function as a the standard egg box. Perhaps when The Happy Egg Co brand is more established we could have some more interesting packaging too?

On-shelf 8/10
The yellow boxes do stand out and in very little time The Happy Egg Co has become a distinctive brand. When the eggs are displayed in the branded pop-up displays they are even more prominent.

Overall 7/10
The Happy Egg Co has succeeded in creating an interesting egg brand and, being the first to combine strong branding and marketing with a healthy product, the firm should have a successful future.

Monica Lucas of Pragma takes a look at the packaging of a well-known brand in the retail environment from the consumer’s point of view. Pragma specialises in providing strategies for success in the retail, branding and leisure markets.

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