Western Grocer Serving the industry since 1916
SAINT-HYACINTHE, QC — Québec and Manitoba consumers will gradually begin encountering a brand-new presence in the egg aisle. Lovo, formerly Nutri Group, is officially making its way onto grocery store shelves with colourful packaging and a new brand identity.
Owned by farming families, Lovo grades, processes, and distributes more than 2.4 billion eggs a year, equivalent to approximately 200 million dozen.
The company’s eggs and egg products have been a mainstay for over 40 years. With Lovo, it now aims to build an even more direct connection with consumers through a brand that is closer to people and their everyday lives. This evolution reflects the brand’s intention to energize the egg category and inspire new ways of enjoying eggs.
“Lovo was created out of our desire to get closer to consumers and offer a fresh perspective on eggs,” says Lovo CEO Sébastien Léveillé. “While our brand image is evolving, our commitment remains the same: Behind the brand are the same farming families who own the company and the same team that has been innovating for decades.”
Three Products Introducing the World of Lovo
To mark its new brand’s arrival on grocery store shelves, Lovo is launching two new flavours of pickled eggs and incorporating into its portfolio free-run shell eggs featuring naturally darker yolks, which are already available in select markets.
Designed to meet changing eating habits and consumers’ growing demand for healthy, simple, and delicious options, these products invite consumers to rediscover eggs in a whole new way.
Two New Flavours of Pickled Eggs
Lovo pickled eggs are breaking new ground with two new gourmet flavours.
Asian Style
Tamari and sesame come together in a rich and flavourful marinade with delicate umami notes. The product is positioned as an option for adding flavour to bowls, ramen and salads, or simply enjoying as an on-the-go snack.
Jalapeño
A touch of jalapeño provides a balance between freshness and a mild kick. The flavour is designed to add a bolder twist while remaining approachable for a broad range of consumers.
Shell Eggs with Naturally Darker Yolks
Free-run dark-yolk shell eggs stand out for their naturally rich yellow colour. The distinctive hue is partly linked to the hens’ varied diet, which includes grains, plants and marigold flower extracts.
The result is eggs that add colour to recipes while responding to consumers’ growing interest in products from free-run chickens.
With these three products, Lovo continues its mission of making eggs a go-to ingredient for everyday occasions, whether enjoyed on the go, shared with others or added to a recipe.
The new Lovo packaging and latest products in the lineup have been gradually appearing on the shelves of major grocery chains across Québec and Manitoba.
About Lovo
Lovo, formerly Nutri Group, has been owned by Québec farming families since 1987 and is now one of Canada’s leading egg graders, processors and distributors.
Each year, Lovo grades, processes and markets more than 2.4 billion regular, free-run, organic, specialty and processed eggs through its subsidiary, Supreme Egg Products, and distributes them through retail, institutional, commercial and industrial customers.
For more information, visit www.lovo.co.
