Eggland’s Best + Syndigo: Winning the Digital Shelf with Smarter Product Content

A Category Everyone’s Talking About

In 2025, eggs weren’t just breakfast — they were in the spotlight. Viral TikTok recipes made them a trending food, inflation made them headline news, and consumers were suddenly paying closer attention and actively seeking available eggs.

For Eggland’s Best, the #1 branded egg in the U.S., despite challenges, EB still needed to show and tell: show shoppers why their eggs are different — and make sure that story was told consistently across every digital shelf, especially as searches for eggs increased.

“We’ve been on a crawl, walk, run journey of content. We started with completeness. Now it’s about storytelling — why our eggs are better than ordinary eggs.” – Matt Seubert, Director of Digital Marketing, Eggland’s Best

The Challenge: Same Shelf, Different Story

Eggland’s Best produces dozens of SKUs: large vs. extra-large, grade A vs. grade AA, brown vs. white. In the store, shoppers can see the differences. Online, those variations often look identical. Add in labeling rules and the importance of regional grocers, and the complexity multiplies quickly.

The Journey with Syndigo: From Manual to Automated Excellence

Eggland’s Best recognized that manually managing content for each of its dozens of unique products across its entire retail network was an unsustainable process. To solve this, the brand partnered with Syndigo and Acosta Connected Commerce to move beyond basic content completeness and scale their brand story everywhere their products were sold.

• PIM became the single source of truth. Product Information Management (PIM) is a centralized system that collects, manages, enriches, and distributes product data across channels. Eggland’s Best uses Syndigo PIM as the master hub for product data, from nutrition claims to packaging. This centralized system enables seamless collaboration between marketing and retail teams, ensuring content for every SKU is compliant and compelling, plus ready for syndication.

“Without a PIM, it’s impossible. Dozens of retailers times dozens of SKUs equals hundreds of pieces of content. With Syndigo, our PIM is the recipe for success on the digital shelf.” — Matt Seubert

• Enhanced Content brings the brand to life. Enhanced Content is the rich media and interactive elements, such as videos, lifestyle images, 360° spins, and comparison charts, that go beyond basic product descriptions to create immersive product experiences. Eggland’s Best adds these elements across product pages for hundreds of SKUs in bulk, with automation tools templatized spreadsheet uploads. This automation means faster launches, easier updates, and consistent storytelling everywhere.

• Syndication reaches both national and regional retailers. Whether it’s meeting local requirements or activating content for a new retailer, Eggland’s Best delivers a consistent, compelling brand experience across large chains as well as many regional and specialty stores the brand sells through from a single platform.
• Just as important: the partnership itself. Syndigo is the strategic partner that brings deep expertise, guidance, and inspiration to help brands like Eggland’s Best achieve their Product Experience Management (PXM) goals. Through Product Experience Cloud for Brands, Syndigo provides a composable, AI-powered solution backed by a team of experts who support implementation, optimization, and ongoing success.

“Digital is a team sport. Our team knows our brand; Syndigo knows the digital shelf. Together, that partnership lets us win with retailers and consumers.”

Eggland’s Best sets the vision. Our role is to help bring that vision to life across the digital shelf — ensuring every product page is not only complete, but compelling.

Nicole Pickering, Director, Digital Shelf

Acosta

The Results: From Product Pages to Basket Wins

The difference was immediate and measurable.

• At a major national retailer, adding Enhanced Content led to a 50% lift in conversions.
• Shoppers who once skimmed past e-commerce product pages now spent longer on them and were more confident to click Add to Basket.
• Consistent, accurate content improved share of voice in search, helping Eggland’s Best stay visible in crowded results.
• And with PIM as the backbone, hundreds of SKUs can be managed faster and more compliantly than ever before from a single platform.

“When we added Enhanced Content for the first time, we saw a double-digit lift in conversions. Once we’re in the basket, our goal is to stay there — and Syndigo helps us do that.” — Matt Seubert

Looking Ahead: Eggs and Artificial Intelligence (AI)

The digital shelf is changing again. Retailers are introducing AI-driven search and shopping bots that don’t just respond to human queries but proactively recommend products based on machine learning algorithms. For Eggland’s Best, this shift means their product content must be optimized not only for human shoppers, but also for AI crawlers that scan, interpret, and rank product pages.

Eggland’s Best is ready to take the next step with Syndigo. The team is excited to learn more about AI-powered tools like GoPilots™, Syndigo ensures that every product page is enriched with accurate, up-to-date, and compliant content, from nutrition claims to lifestyle imagery and SEO-optimized copy. This means whether a shopper is browsing directly or an AI assistant is curating recommendations, Eggland’s Best’s story—better taste, better nutrition, better eggs—is discoverable, compelling, and conversion-ready.

“Each shopper interaction is a chance to get on the list — and stay on the list. Syndigo helps us make that possible.” — Matt Seubert

🥚 From a commodity category to a digital leader, Eggland’s Best shows what’s possible when better content, better processes, and better partnerships come together.