Step Change created a new category in the egg market by creating a Free Range category raising chickens in a higher-welfare indoor environment and with access to the outdoors.
There’s always a focus on providing for the chicken's wellbeing on RSPCA Approved farms. RSPCA Approved chicken comes from birds raised in an enriched environment with space to move, good lighting, perches and dry litter floor covering to scratch and dust bathe. The brand name and tagline created by Step Change implies that the chickens are Happy because of the hen care. 

The personality of the brand captures the heart and spirit of being happy,  a "be happy, don't worry" tagline that defines this friendly, down-to-earth, and Australian family farmed and operated brand. The success of the brand was launched through Coles nation wide, and remains a key brand player on egg shelves according to Coles.