Celebrity chef promotes British Lion eggs

UK celebrity chef Dean Edwards is fronting a renewed campaign from British Lion eggs to encourage consumers to make eggs a central part of their meal selection in 2014.

The promotion of eggs for use in main meals is a continuation of British Lion eggs’ long-term strategy and is forecast to deliver a continued rise in egg sales following strong sales in 2013.

Edwards, who regularly appears on ITV show Lorraine, has developed a new collection of 10 quick recipes, including an English Breakfast Tortilla and Eggy Mexican Quesadillas. It also includes Fiery Egg and Spinach Curry, to capitalise on the increasing consumer demand for eggs in healthy eating diets.

He will feature in a series of YouTube videos, on www.eggrecipes.co.uk and as part of a major editorial campaign.

“I love cooking with eggs as they are so versatile and quick to prepare,” said Edwards. “They’re an essential ingredient for all cooks whatever their skill level.”

The recipe campaign will continue to be supported by a nutrition-focused campaign targeting healthcare professionals and consumers, along with a campaign to reinforce the additional food safety values of the Lion mark.