Waitrose and Morrisons pledge to keep brown eggs, while Sainsbury’s backs white shells
A debate over one of Britain’s most common breakfast staples has emerged after major supermarket chains took different approaches to balancing environmental goals with customer choice.
While Sainsbury’s moves forward with plans to sell only white shelled eggs across its own brand range, rivals Waitrose and Morrisons have confirmed they will continue stocking brown eggs.
The disagreement highlights the growing challenge retailers face as they pursue ambitious net-zero targets while also responding to consumer preferences.
Sainsbury’s recently announced that it intends to replace brown-shelled eggs with white-shelled alternatives throughout its own brand products.
The retailer argues that white eggs have a lower carbon footprint because the hens that produce them are generally smaller and consume less feed. Lower feed requirements translate into reduced emissions throughout the production process.
According to the supermarket, the change will help support its environmental commitments while also improving welfare outcomes for laying hens.
Sainsbury’s has set a target of achieving net zero emissions across its own operations by 2035 and throughout its supply chain by 2050.
However, not every retailer believes eliminating brown eggs is necessary to meet environmental objectives.
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Waitrose, which operates under similar net zero ambitions, has made it clear that brown eggs will remain part of its offering.
A spokesperson said the company remains committed to high standards of animal welfare while simultaneously reducing its environmental impact.
The retailer also stated that it is on track to achieve net zero across its UK farms by 2035 without removing brown eggs from store shelves.
Morrisons has adopted a similar position.
The supermarket confirmed it has no plans to phase out brown eggs and intends to continue offering both white and brown varieties.
The company says maintaining both options allows shoppers to make their own choices based on personal preference.
The discussion reflects a significant shift in British consumer habits over recent decades.
Before the 1980s, white-shelled eggs were the most common eggs sold across the United Kingdom. That changed as many consumers began associating brown eggs with superior quality and health benefits.
Experts have repeatedly pointed out that there is no nutritional difference between white and brown eggs. The colour of the shell is determined by the breed of hen rather than any difference in nutritional value.
Interest in white eggs began increasing again during the Covid 19 pandemic when soaring demand occasionally led retailers to stock a wider variety of products.
Environmental considerations have since added further momentum.
Morrisons introduced white shelled eggs under its Chuckle brand in 2024, specifically highlighting their sustainability benefits. Even then, the retailer continued to sell brown eggs alongside them.
Industry experts believe production of white-shelled eggs is likely to continue growing.
Will Lea said white eggs still represent only a small share of the domestic market, but noted that production levels have increased steadily.
He suggested the trend could create new opportunities for poultry farmers in the years ahead.
According to Lea, many producers are interested in expanding white egg production because the hens generally have longer and more consistent laying cycles.
However, he also warned that consumer acceptance remains a crucial factor.
Some industry figures fear shoppers may continue favouring brown eggs unless they are reassured that the two products are essentially identical in quality and nutrition.
The debate comes as retailers face increasing pressure to reduce emissions across supply chains while maintaining customer satisfaction.
For now, British shoppers will continue to see both colours available in many supermarkets.
Whether white eggs eventually regain the dominance they once enjoyed remains uncertain, but the conversation around sustainability is already reshaping the egg aisle.