Egg Week with the stars

Among others, Sir Steve Redgrave, Gary Lineker and Andrew Murray nominated their favourite egg dishes for the Sporting Eggsellence recipe booklet.  

Lion Quality eggs gave donations to Sparks (Sports Aiding Medical Research for Kids) for every recipe booklet requested.

As part of the campaign, novelty packages that roared like a lion when opened, were distributed by the British Egg Information Service. The packages contained sports-ball ‘eggs’ rather than real eggs.

Kevin Coles of the British Egg Information Service said that support from retailers was unprecedented.  “This is better than before – retailers seemed to have embraced it this year.”

Andrew Parker, chairman of the British Egg Industry Council, said: “British Egg Week has again exceeded expectations.  The year the retail trade really responded to the Sporting Eggsellence theme and all ran point of sale materials to support the campaign.”