Waitrose and Morrisons have pledged to keep selling brown eggs while other supermarket chains plan to get rid of the products as part of the wider drive to Net Zero.
British supermarkets are taking divergent approaches to egg shell colour, with Sainsbury’s announcing a transition to white-shelled eggs while rivals maintain their commitment to brown varieties.
Sainsbury’s stated the move would “result in lower emissions and better welfare outcomes for the hens that lay them” as part of its ambition to achieve net zero in its own operations by 2035.
However, Waitrose, which shares identical net zero targets, confirmed it would continue offering brown eggs.
A spokesman said the retailer could “achieve high welfare and reduce our environmental impact at the same time”.
Morrisons similarly pledged to keep brown eggs in its own-brand selection, promising customers the freedom to choose between both colours.
Until the 1980s, white-shelled varieties were actually the most commonly purchased option across the country.
Consumer preferences shifted after shoppers began associating brown shells with healthier produce, despite both types offering identical nutritional content.
The Covid-19 pandemic triggered a surge in egg demand that prompted several retailers to reintroduce white varieties alongside their brown counterparts.
Will Lea, vice-chair of the National Farmers’ Union’s poultry board, noted that white-shell varieties currently represent only a modest share of domestic sales, though UK production has been expanding.
Mr Lee said: “It will be interesting to see what opportunities this presents for the poultry sector in years to come.”
He added that numerous poultry farmers were eager to increase white egg output because the hens laying them enjoy longer and more consistent production cycles.
However, Mr Lea warned that “the supply chain works collaboratively to ensure consumer acceptance” was essential, expressing concern that customers might reject white eggs without reassurance they match brown varieties.
Environmental considerations have increasingly driven supermarket decisions on egg sourcing. Morrisons launched white eggs under its own-brand Chuckle range in 2024, explicitly highlighting sustainability benefits.
The retailer explained at the time that “customers are continuously looking for ways to shop more sustainably”, offering the white varieties alongside traditional brown options.
Across the Atlantic, white-shelled eggs already dominate, accounting for three quarters of all eggs consumed in the United States.
