Farm's cracking liquid eggs move
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
