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Sainsbury’s Launches ‘True Blue’ British Eggs

Sainsbury’s has launched a new range of 'True Blue' British eggs, adding colour to your plate and 'more taste and vibrancy to a typical breakfast, brunch or lunch'.

These blue-shelled eggs are now available to buy in store and online for £1.85 for a pack of six. Sainsbury’s has worked with supplier Fairburn’s for five years to develop these products for the retailer's Taste the Difference private-label range.

Alternative Diet

The hens that lay these eggs have a specific diet, consisting of a healthy grain mix that includes maize and corn, along with extracts from brightly coloured flowers, like marigolds.

James Curtis, Sainsbury’s egg buyer, said, “We’ve been working with our supplier Fairburn’s for five years to make our Taste the Difference egg range really distinctive. The unique British Blue breed produces an amazing pastel-blue shell, with a larger, more golden yolk, and a luxuriously rich taste.

"Eggs are a classic brunch component, and I’m confident that these beautiful eggs will be really popular with customers,” he said.

© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Aidan O'Sullivan. Click subscribe to sign up to ESM: The European Supermarket Magazine.

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