The egg, branded Sumegga Pro, is set to be launched by Suguna Poultry Farm in India, and could tap into the growing number of beauty-conscious consumers seeking out food to obtain 'beauty from within'. According to reports from India's Economic Times, K. Ravindran, Suguna general manager value added services is quoted: "Sumegga Pro - the branded eggs will be bacteria-free, rich in protein and high on calorific value." The nutritionally enhanced eggs have been produced by nurturing the layer hen with the right feed, and are not achieved by using drugs or hormones, said Ravindran. "The composition of the feed leads to the desired composition of the eggs," he added. Nutritionally enriched eggs are not a new idea. Indeed, eggs enriched with omega-3 fatty acids are commercially available on both sides of the Atlantic. Along with kelp and flax seed, chickens that lay low-fat eggs are fed canola oil or other types of non-animal fats. Hens raised on this special diet produce eggs with lower saturated fat that are fortified with omega-3 fatty acid, iodine and vitamin E. Moreover, increased consumer awareness of such products has seen UK egg consumption rise, with sales up 10 per cent during 1999-2003, according to Mintel. But value sales have increased by double this amount, some 23 per cent during the same period, due to consumers trading up to premium egg varieties, particularly omega-3 enriched eggs. No one from Suguna Poultry Farm available for comment prior to publication to shed light on the nutritional composition of the branded eggs, or to provide the scientific evidence to support the claims for improved beauty, and benefits for diabetics and heart disease patients. Whether such a launch could be followed by similar moves in Europe or elsewhere is unclear, but Ravindran confirmed the company has joined hands with Germany's Lohmann Tierzucht GmbH. The designer eggs will be priced higher than normal eggs in order to cover additional costs during production, said the reports.