You are welcome to share your thoughts on this article written by Max Spiegelberg, Brand Director at Bloom

You may have spotted Ella Valentine’s Baking Eggs on the shelves, currently being rolled out across the UK  supermarkets nationwide. At £1.29 for half a dozen, they are cheaper than most branded equivalents but these are not value eggs. The brand is specifically targeting the growing trend in home baking. Tapping into the popularity of programs like The Great British Bake-Off, Stonegate, the brand owner, is hoping to encourage consumers to buy multiple eggs for different purposes. Naysayers may doubt that the idea will take off, but this is only one of a number of interesting innovations to come out of the seemingly unglamorous egg market.