Member Article

‘Great British Bake-Off’ syndrome causes surge in Yorkshire James Potter eggs sales

James Potter Yorkshire Free Range Eggs has reported a 30% increase in sales of its free range eggs in local supermarkets on the back of the baking ‘craze’ sparked by the popular Great British Bake-Off.

The egg producer also says that it is surprised to see that sales of its eggs have not dropped off all summer. This is an unusual phenomenon, as egg sales tend to be higher in colder weather.

Recent Kantar data suggests one reason for this is that eggs are been eaten 13.7% more often at breakfast than they were a year ago. This is likely the result of increasingly positive news about the health benefits of eggs and the rise of the 5:2 diet.

Adrian Potter, director at James Potter Yorkshire Free Range Eggs, said: “The sales are extremely heartening, and we must say that we’re very pleasantly surprised that sales have not only held during summer, but grown considerably.

“Our firm prides itself on producing some of the very freshest eggs as a result of the fact that their eggs are all local, meaning they can collect more frequently and therefore deliver to their customers quicker.

“This compares to a typical egg that may have travelled the length of the country multiple times before reaching the final consumer.

“These high numbers reflect an ever-growing desire among consumers to purchase higher welfare eggs from a trusted source.

“They also, we think, indicate that eggs in general are becoming increasingly popular given how healthy, convenient, affordable and versatile a cooking ingredient they are.

“The current baking craze – driven largely by the Great British Bake-Off – is clearly having an impact, but people are also using eggs for restaurant-type dishes they can cook at home and as part of low-fat, balanced diets.”

James Potter Yorkshire Free Range Eggs has seen a 250% increase in sales over the past five years.

The company continues to focus on producing free range eggs by combining traditional animal husbandry with modern facilities.

This was posted in Bdaily's Members' News section by Clare Burnett .