Easter. A time for too much chocolate and punning tabloid headlines along the lines of egg-cellent, egg-citing, egg-stravaganza, etc etc.

And now along comes Domino with some egg-straordinary egg-based news of its very own. This morning we learned that the company has invested a cool $50m in cash on a 15% stake in USA-based company TEN Media. TEN being short for 'The Egg Network'.

There's a curious sort of full-circle thing going on here, because for years Domino's kit was synonymous with the sort of coding and marking kit that printed lions on the Great British egg.

Things moved on and nowadays we have eggs with use by dates on them too.  This American move represents something of a giant leap forward from that. It transpires that they have a large-scale issue with salmonella in eggs over in the states, to the extent that some 500 million eggs (out of a total market of circa six billion, so that's getting on for 10%) were recalled last year.

The new venture Domino has invested in incorporates tracing technology that allows every one of those six billion eggs to be individually identified and traced at any point in the production-to-table cycle. That's potentially rather a lot of ink and printing kit, no wonder Domino's shares jumped on the news this morning.

Eggstraordinarly eggciting indeed.