Noble Foods, the UK’s leading egg producer, has unveiled Kudos, a new consumer food-to-go brand designed to meet growing demand for nutritious, convenient and great-tasting snacks.
Launching in Sainsbury’s stores from 1 September, the initial Kudos range will include Feta & Tomato Egg Bites, available in 410 stores, and Shakshuka Saucy Egg Pots, available in 423 stores. Both products will be available as meal deal snack options, helping introduce the brand to shoppers looking for convenient and protein-rich food-to-go choices.
The new brand marks another major milestone in Noble Foods’ continued investment in value-added foods from its Leicester-based Innovation Hub, which has doubled in capacity since 2025. While Kudos launches initially within the food-to-go category, the brand has been created with long-term growth in mind, and with ambitions to expand into additional food-to-go and chilled categories in the future.
Developed over 18 months and shaped by extensive consumer research, Kudos has been built around a simple proposition to deliver “rewarding nutrition” through delicious, convenient food made with quality ingredients. At its heart are free-range British eggs, with products that are high in protein and designed for modern lifestyles.
While 91% of consumers view eggs as a healthy source of protein, 55% said they wanted greater variety in egg snacks and 50% were looking for more flavour choice
The initial launch products include Kudos Egg Bites with Feta & Tomato and Kudos Saucy Egg Pots, with Shakshuka flavour. Additional variants, including Ham Hock and Jalapeño Chilli Egg Bites, alongside Mexican Bean and Chickpea Masala Saucy Egg Pots, are planned for future rollout.
The launch comes as the UK retail food-to-go category continues to grow, now worth £4.8 billion and increasing by 5.4% year-on-year [1]as consumers seek more convenient, nutritious eating options.
Research conducted during the development of Kudos identified a clear opportunity for innovation within egg-based snacking. While 91% of consumers view eggs as a healthy source of protein, 55% said they wanted greater variety in egg snacks and 50% [2]were looking for more flavour choice. The findings reinforced the opportunity for Noble Foods to create a modern brand that better reflects changing consumer expectations and eating habits.
“Kudos represents a significant investment for Noble Foods and an exciting new chapter for eggs as healthier, convenient options in different categories,” said James Howes, Category & Brand Marketing Manager at Noble Foods.
“Consumers are increasingly looking for healthier food that fits around real life, delivering on taste, convenience and positive nutrition without feeling restrictive or bland. Through Kudos, we’ve brought together free-range British eggs and bold flavours in products that offer rewarding nutrition and fit easily into busy lifestyles. Just as importantly, Kudos creates new opportunities to introduce eggs into new eating occasions, drive demand for British egg production and demonstrate the versatility of eggs beyond traditional formats.”
References
1. Source: Kantar’s ‘Who-cares-who-does-2024’ report – Global. Source: IGD Food to go report, 2025
2. Source: Kantar Attitudinal Research & In Home Consumption Study; https://www.supplysidefbj.com/market-trends-analysis/on-the-pulse-of-the-protein-category; Source; Bulbshare Noble Foods brief, 03/03/2026 – 200 respondents
