Irelands only national egg brand, aims to make egg time fun with Shrinkies

Ballyfree Free Range eggs are hoping to capitalise on recent increasing demand and encourage parents of young children to eat more eggs, by giving away a new innovative product called Shrinkies.

The plan is to make egg time fun for children.  The Smithboro based, family run business is giving away unique little cartoon character sleeves which fit onto the egg before boiling called ‘Shrinkies’. As the Shrinkie name suggests the sleeves shrink onto the egg while it’s boiling, making the humble egg a bit more exciting for small people.

“Eggs are great value, high protein yet a totally natural food, and so a perfect solution for meals or snacks without spending too much” said John Mohan MD of Greenfield Foods. “The Ballyfree brand is all about family and the community. We would just like to generate a few smiles in homes around Ireland, and hopefully introduce some younger consumers to the category”.

Available on their website parents need to simply fill in their postal details and the Shrinkies will be posted out to them, free of charge. Eggs are one of the few grocery categories that have enjoyed steady growth over the last few years and sales have increased by +6%.

Ballyfree Free Range eggs, is the only national egg brand in a category which is dominated by own label retailer brands (76% of all eggs sold are own label – Kantar World Panel August 2014). The brand is owned by Greenfield Foods Ltd located in Smithboro, Co. Monaghan. The family owned business grades and packs approximately 5 million eggs per week, employs approximately 90 people and has a production supply base of 60 family farms.

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