Noble Foods has launched food-to-go brand Kudos to tap into the growing demand for “nutritious, convenient and great-tasting snacks”.
Available in Sainsbury’s stores from 1 September, the initial range includes Feta & Tomato Egg Bites (rsp: £1.50/2x30g) and Shakshuka Saucy Egg Pots (rsp: £1.60/85g).
The range is made with British free-range eggs and will be available as meal deal snack options, which Noble said would help to introduce the brand to shoppers looking for “convenient and protein-rich food-to-go choices”.
The egg producer said that the brand had been created with “long-term growth in mind” with ambitions to expand into additional categories.
It has also planned further lines including Ham Hock and Jalapeño Chilli Egg Bites, and Mexican Bean and Chickpea Masala Saucy Egg Pots to be rolled out in the future.
“Kudos represents a significant investment for Noble Foods and an exciting new chapter for eggs as healthier, convenient options in different categories,” said Noble Foods category and brand marketing manager James Howes.
Research conducted during the 18-month development of the brand by Noble found 91% of respondents viewed eggs as a healthy source of protein, that 55% wanted greater variety in eggs snacks, and 50% were looking for more flavour choice.
The brand said the findings reinforce the opportunity in creating a “modern brand” that better reflects changing consumer expectations and eating habits.
The brand added that it felt there was a “clear opportunity for innovation in egg-based snacking” as they remain “underrepresented within modern food to go fixtures”.
“Consumers are increasingly looking for healthier food that fits around real life, delivering on taste, convenience and positive nutrition without feeling restrictive or bland,” Howes continued.“Through Kudos, we’ve brought together free-range British eggs and bold flavours in products that offer rewarding nutrition and fit easily into busy lifestyles.
“Just as importantly, Kudos creates new opportunities to introduce eggs into new eating occasions, drive demand for British egg production and demonstrate the versatility of eggs beyond traditional formats.”
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