'BRANDING' EGGS IS CREATING NICHE CATEGORY

KING OF PRUSSIA, Pa. -- As distribution expands beyond 45 states, the patented whole eggs produced by Eggland's Best is the latest dairy-aisle product to transcend commodity status to become a brand-name star.In the process, the company has demonstrated once again that there's a lot happening in the dairy aisle these days, including an explosion of new milk products and packaging (Cash Cow, SN 9/7/98).

KING OF PRUSSIA, Pa. -- As distribution expands beyond 45 states, the patented whole eggs produced by Eggland's Best is the latest dairy-aisle product to transcend commodity status to become a brand-name star.

In the process, the company has demonstrated once again that there's a lot happening in the dairy aisle these days, including an explosion of new milk products and packaging (Cash Cow, SN 9/7/98). But eggs? According to Charles Lanktree, company president, his Eggland's Best lin

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