St Ewe expands Rich Yolk range across 244 Tesco stores

Published on : 30 Sep 2026

The rollout reflects growing consumer demand for premium eggs and larger pack sizes

St Ewe Free Range Eggs has expanded its Rich Yolk range with the national launch of a new 10-pack of Luxuriously Large eggs in 244 Tesco stores.

The rollout, which began on 21 September, reflects growing consumer demand for premium eggs and larger pack sizes. NielsenIQ data shows 10-packs are currently the fastest-growing egg format by value, up 20%, followed by 12-packs at 12.3%.

Shoppers are also buying eggs more frequently. Nielsen Homescan figures show the average consumer now purchases eggs 17.3 times a year, while spend per shopping occasion has risen 7.5% year on year.

St Ewe says the new pack is aimed at shoppers seeking a premium everyday egg, combining larger sizes with rich golden yolks and the quality associated with the brand.

The company says changing buying habits are encouraging consumers to trade up for taste, versatility and quality, even amid wider economic pressure. The Tesco listing marks another step in St Ewe’s strategy to grow its premium egg offer and respond to demand for larger pack formats.

The expansion also builds on the growing popularity of the Rich Yolk range, which targets consumers using eggs for breakfast, baking and home cooking across the UK retail market.