How to break a commodity category

The eggs category is highly commoditised. Brands tend to follow category conventions of healthy hens, free range or brand raised, with the blessing of nature and local farms. On shelf they tend to blur into on big message of “eggs”.

Working with Better Eggs Energi has identified a way to differentiate Better Eggs portfolio of brands by focusing on an overlooked item: the different shopper segments.

Energi has also helped Better Eggs stand out, grow preference and build market share by connecting the brand with that kiwi classic the pavlova.

The Outcome
Better Eggs is leading the category with innovation and a differentiated brand strategy.