St. Ewe Free Range Eggs is continuing to drive premiumisation within the egg category with the national launch of its Rich Yolk Luxuriously Large 10-pack, which will roll out to 244 Tesco stores from 21st September.
The launch comes as consumer demand for premium eggs continues to grow, with shoppers increasingly willing to pay more for quality. According to the latest NielsenIQ data, 10-pack eggs are now the fastest-growing format in the category by value (+20%), followed by 12-packs (+12.3%), highlighting a clear shift towards larger premium packs as household demand for eggs continues to increase.
At the same time, consumers are buying eggs more frequently than ever before. Nielsen Homescan data shows the average shopper now purchases eggs 17.3 times per year, while spending per shopping occasion has increased by 7.5% year-on-year, demonstrating continued investment in the category despite wider economic pressures.
The new Rich Yolk Luxuriously Large 10-pack has been developed for consumers looking for a premium everyday egg, offering rich golden yolks, larger eggs and the quality synonymous with the St. Ewe brand.
Anthony Frankland, Head of Retail at St. Ewe Free Range Eggs comments: “This is an exciting new launch for everyone at St. Ewe. As shopper purchasing behaviour continues to evolve, it’s important that we do the same and ensure our range reflects what consumers are looking for. The data shows a growing demand for premium, high-quality egg products in larger volumes, and that’s exactly what this launch delivers. I can’t wait to see the standout packaging on shelves in-store and online.”
Bex Tonks, CEO and Farmer at St. Ewe Free Range Eggs, said: “We’re seeing a real shift in the way consumers shop the egg category. People are buying eggs more often, and they’re increasingly choosing to invest in higher-quality products that deliver on taste, versatility and eating experience. The launch of our Rich Yolk Luxuriously Large 10-pack into Tesco is another important milestone for the brand and reflects the continued premiumisation we’re seeing across the category. Consumers are recognising the value of great-quality eggs and looking for products that elevate everyday meals, whether that’s breakfast, baking or cooking from scratch.”
The Tesco launch builds on continued momentum for the St. Ewe Rich Yolk range, which has become increasingly popular with shoppers looking for richer flavour, vibrant golden yolks and premium quality.
The listing also reinforces St. Ewe’s strategy of driving innovation and premium growth within the category while responding to changing consumer shopping habits.
