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Brief Published: 25 Jul 2013

Dippy Eggs: On-the-go Consumption


UK food company Pork Farms has unveiled a new product for consumers who regularly eat meals on the go, consume breakfast at their desks or simply struggle to achieve the perfectly soft-boiled egg.

Dippy Egg is a single pasteurised, pre-cooked soft-boiled egg that produces a runny yolk when submerged in boiling water for five minutes. Retailed in its own pot, and stored in a plastic pouch, the egg is simply extracted from its wrapping and repositioned in the plastic tub before the water is added. Once cooked, the egg can be mounted atop the specially moulded lid, which doubles up as an eggcup. The product will hit UK supermarket shelves in September 2013.

“Portable porridge has taken off in the last two years, but boiled eggs are actually healthier because there’s no sugar”, says Pork Farms technical director Ian Taylor. Pork Farms marketing director Andy Napthine adds: “We don’t expect people to never boil an egg again. While you could use the Dippy Egg at home, we think it opens up the occasion.”

Although it is facing a degree of ridicule from media and consumers for its basic functionality, this product ticks the innovation box on many levels. Time-strapped consumers will find this product useful, especially those following popular high-protein diets. Meanwhile, the in-built eggcup enables the packaging to do double duty. For more examples of packaging solutions designed for people on the go, see Packaging to Survive Modern Life

For more product developments associated with the lucrative breakfast market, read The Breakfast Boom.

Pork Farms