Big Green Egg Launches First New Color in 50 Years
The Onyx edition modernizes the iconic grill with a sleek black finish.
1Historic Color Update
Big Green Egg, the premium BBQ brand known for its British Racing Green color, has introduced its first new colorway in 50 years. The Onyx edition features a deep black glaze with a subtle green undertone, designed to blend into contemporary outdoor spaces. This marks a significant departure from the brand's traditional look while maintaining its iconic egg shape and high-quality ceramic construction.
2Premium Features Retained
Despite the new color, the Big Onyx Egg retains the features that made the original popular: precise temperature control, versatility for roasting, baking, smoking, and even rotisserie cooking. The ceramic shell and superior craftsmanship remain unchanged, ensuring the same performance that chefs and celebrities have trusted for decades. The interior cooking experience is identical to previous models.
3Exclusive Launch Strategy
The Onyx Egg launched on September 24 and is initially available only to Big Green Egg members (membership is free) in the large size. This exclusive approach creates urgency among existing customers while maintaining the brand's premium positioning. The limited availability strategy follows the brand's tradition of maintaining high perceived value in the luxury outdoor cooking market.
4Technical Upgrades
Beyond the color change, the Onyx Egg introduces two functional improvements: a Quick Lights Kit for faster ignition through the Draft Door, and a Dual Zone System allowing different cooking modes simultaneously. These enhancements address common user pain points while preserving the core cooking experience. The upgrades show how the brand balances innovation with tradition.
5Pricing and Positioning
The Onyx Egg maintains Big Green Egg's premium pricing, expected to retail around £1,495 like other large models. This positions it as a luxury product in the outdoor cooking market. The brand justifies this through superior materials, craftsmanship, and the new color's unique appeal to design-conscious consumers creating contemporary outdoor spaces.
6CEO's Strategic Perspective
CEO Dan Gerstacov emphasized that adding color to the famously green product required careful consideration. The decision came from customer demand for grills that complement modern outdoor designs. The development process focused on maintaining the brand's identity, evident in the preserved green undertone visible in sunlight—a symbolic bridge between tradition and innovation.
7Market Alternatives
For budget-conscious consumers, Big Green Egg offers the more affordable MiniMax model, while competitors like Habitat provide ceramic kamado BBQs at lower price points. These alternatives maintain some quality aspects but lack the brand prestige and certain high-end features of the flagship Onyx model, creating a clear product hierarchy in the market.
8Brand Evolution Strategy
The Onyx launch represents how heritage brands can carefully evolve without alienating core customers. By limiting changes to color and minor functional upgrades while preserving the essential product experience, Big Green Egg modernizes its appeal while maintaining its reputation for quality. This balanced approach serves as a case study in premium brand management.