CPLG Sport, the licensing agent for the Rugby Football Union, has signed a new merchandising deal which will see the England Rugby brand move into the grocery sector for the first time.
A deal with egg supply firm Stonegate Farmers will result in a range of England Rugby branded eggs.
The eggs will initially launch in February at Ocado, and will then expand and grow in distribution working towards the World Cup in 2015.
“We’re really pleased to be collaborating with Stonegate who have an excellent heritage in this field," said Jane Barron, licensing manager at the RFU.
"Health and nutrition are really important aspects of sport and this partnership offered a compelling fit for the England Rugby brand.
"We are finding that prospective partners are increasingly aware of the potential that the World Cup offers from a licensing point of view and this is leading to a rapid strengthening of the programme.”
John Taylor, CPLG partnerships manager, added: “The England Rugby brand is always going to be a magnet for the licensing community but the extra incentive of the home World Cup means that we are dealing with more interest than ever before and this new deal with a best in class partners is a testament to that.”