So one farm has made it even more simple by doing the cracking and beating itself. Egg In An Instant, which comes in a carton, is designed to appeal to the student market. Oakland Farm Eggs says the fresh liquid egg is made from 100% pasteurised British Lion eggs, and contains an average of 10 whole eggs per half litre.
The cartons, similar to those used for fresh fruit juice, will initially be available in 50cl and 1-litre sizes, with a 2-litre carton to follow.
Egg In An Instant is said to last up to 21 days unopened, and three days after first use. It will be available in free range and non free range forms, and is hoped to be on the shelves by April.
Elwyn Griffiths from Shropshire-based Oaklands told The Grocer: “We want to make it easier for people to eat in. There’s a massive student market out there, massively lazy, massively into convenience.”
He says the idea is for retailers to stock the cartons in their chiller cabinets alongside milk, instead of in the home baking section.
Sue Mintz of Mintz Design Associates, which has helped design and market the product, said liquid eggs already went out to the food service industry in bulk packaging rather than cartons. But she said Oaklands had realised there was a market for liquid eggs for the general consumer. She said buyers would be able to use a measuring jug to gauge how much egg was needed for a particular recipe.
Pricing for the product, which will be launched at the International Food and Drink Exhibition at London’s ExCel centre on 15 March, hasn’t yet been fixed.
It’s not the first liquid egg product on the market. Last year, Anna Richey and Alla Ouvarova signed a multimillion pound deal with Sainsbury’s to stock their health-conscious cartons of free range liquid egg whites. Their company, Two Chicks, provides pre-separated egg whites – used in low glycaemic index diets and for those who want yolk-free omelettes, but can’t be bothered to separate eggs.
Source: Daily Mail
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