Bird Bros has announced the launch of its first barn egg brand, Roost Eggs.
The first stock of the new range is available to pre-order now and is set to roll off production lines later this year.
The move is the first step towards the company’s multimillion-pound Vision 2028 strategy, which will see Bird Bros phase down colony cage production at its Sunny Farm headquarters in Bedfordshire over the next five years, ending it completely by the end of 2028.
“As we announced earlier this year in our Vision 2028 strategy, we’re committed to ending our colony cage production and focus on a higher-welfare environment for our hens,” said Matthew Bird, commercial director at Bird Bros. “We’re aware many consumers are looking for a value egg that provides better hen welfare, and we believe a barn egg is the ideal solution for the future.”
This comes as the industry moves away from colony cages, with most of the major multiples either aiming to be cage-free by 2025 or already selling only barn or free-range.
Read more: Some supermarkets could struggle to meet 2025 cage-free egg commitment
Barn eggs are laid by hens that are housed in large, climate-controlled sheds where they can roam freely, socialise and perch.
Roost Eggs will initially be available in retail egg packs of six and 12, supported by five and 15 dozen catering packs for the foodservice industry. Pricing will vary by size but sit between a typical colony and free-range product, the brand said.
“Barn egg hens are given the same amount of space free-range hens enjoy, with the added benefit of having no threat from outdoor predators,” Bird added. “For retailers and catering services, they can provide the ideal value egg while meeting customer expectations of higher welfare, and we anticipate a high demand for them.”
Hens will move into their new laying home from December.
Bird said the brand was already in discussions with a number of partners about the range.
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