Farm’s cracking liquid eggs move
Monday 16th March 2009, 5:00AM GMT.
People too lazy to crack an egg have had their prayers answered by a family-run Shropshire company behind a new product – liquid eggs.
Fresh liquid egg in a carton is the brainchild of Oaklands Farm Eggs Limited, which has sites in Wem and High Ercall.
Bosses say it is made from 100 per cent pasteurised British Lion eggs, and contains an average of 10 whole eggs per half litre.
The product is said to last 21 days unopened and three days after first use.
Egg In An Instant is set to prove that cooks can finally make an omelette without breaking eggs when it is officially unveiled next week.
The product will be available in free-range and non-free-range forms and in litre and half-litre packs.
Elwyn Griffiths, technical director for Oaklands Farm Eggs, said: “We want to make it easier for people to eat in.
Eureka moment
“There is a massive student market out there, massively lazy, massively into convenience.”
He added he hopes that retailers will stock the cartons in their chiller cabinets alongside fresh milk.
And the company admits it has trialled the product on students who find the thought of having to crack an egg altogether too stressful.
Sue Mintz, marketing manager for the company, said: “We have got the product out there being tested by students already and we will have a chef cooking with it when we launch at the exhibition. It was a eureka moment for us because we already supplied it to catering but not for retail.”
She added the liquid eggs will be comparable in price with old-fashioned eggs.
The product is produced and packed in north Shropshire. It will be launched at the International Food and Drink Event at London’s ExCeL centre this week.
By Tom Johannsen
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Now I have seen everything, the mind boggles
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I had to check it wasn’t April the first when I read this!
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How decadent can we become
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And of course this another way of marketing eggs laid enclosed in a membrane but without shells
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What kind of world are we living in where people are now to lazy to crack an egg!
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This way they won’t break in your shopping bag on the way home!
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This really is not a new idea I heard about this 4 years ago when I was working in the US. They also did a version with reduced cholesterol I believe?
I must admit that I laughed then, surely were not as lazy as the yanks?
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Its not lazy, its convenient, the same as fresh orange juice in a carton.
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Seriously though-eggs were sold like this for caterers well over 40years ago.
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As the article says, deshelled eggs (and pre-peeled potatoes, podless peas, shell-free shellfish etc.) have been around the professional kitchen shelves for years. If you don’t mind your lunch lady at work sparing you the indignity of chewing on a piece of shell in your scramblies, why should you not enjoy the same principle at home? Just because there must be no such thing as a new company idea in a recession?
Mind you, they could do with a better Public Relations advisor.
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I’m led to believe you can now get someone to make aeroplane noises as they spoon feed you in your high chair. Life just gets simpler and better all the time.
I, for one, shall be trying these out asap.
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we must support rural farmers, no doubt the EU will seek to ban this on some health and safety grounds, we must stand up for britain, stand up for farmers and get out of the EU, they have done nothing but harm our farmers with their beef scares and boycotts and excess red tape
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No good if you fancy a fried egg then?
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Elwyn Griffiths, technical director for Oaklands Farm Eggs, said: “We want to make it easier for people to eat in.“There is a massive student market out there, massively lazy, massively into convenience.”
Way to go insulting your target market – numpty
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How did I know that Tory Boy would try and swing this into a debate on Europe?
Last thing I heard Cameron was committed to staying in Europe maybe you need a new party?
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I find cracking eggs quite theraputic!
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What next, a chicken that plucks itself then cooks itself.
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im worried that compostable egg shells and reusable cardboard egg boxes are being replaced with the evil tetra pak a non recyclable laminated cardboard plastic material
how lazy and modern
nature already has a good package for this called a shell, its like shrink wrapping peppers or selling banana in plastic bottles, total waste of resources, think about the recycling, the packaging and the planet please
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this will produce more waste as i asume the cartons are lined wih plastic
a combination of card and plastic is non recyclable
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seems very wasteful
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get off their backs, its good for shropshire to have foody businesses and we need the jobs
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surely it would be cheaper to train the hens to lay liquid egga
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I seem to recall Marks & Spencer selling ready-peeled oranges some years ago.
As for self-plucking chickens, it seems that some of the lower-grade chickens available in the shops are kept in such poor conditions that they don’t have many feathers to pluck in the first place.
Finally, of course in the Second World War, powdered egg was apparently very popular – it seems to have been one of those ‘Marmite’ things – people either remember loving it or hating it.
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Just takes the fun out of throwing an egg at someone, gotta throw the whole damn carton!
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john prescott would have got alot more hurt than just an egg then, lol
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its sooooooo lazy, and wasteful it makes me sick but eggsiting for the local economy
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its a waste of money like a processed foods, “value added” for the manufacturer, nothing for the consumer, but a more expensive product, we need to go back to basics, making our own fresh food from raw ingredients, including fresh local free range eggs from a SHELL
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the packaging would not be an issue if the Council invested in better recycling schemes, tetra pak cartons CAN be recycled but not easily, it can be done though and if the Council made the effort we could all recycle orange, milk and other such cartons, and this good local business could be greener too
However that would require some imagination, some strategic thinking, and crucially some investment from our councils waste managers, so that wont be happening then!
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