Helen Skelton joins celeb lineup promoting eggs in 2017

She joins chef Simon Rimmer and former The Only Way Is Essex star and health and fitness evangelist Lucy Mecklenburgh to form a “trio of top celebrities” supporting egg consumption.

They will each be promoting eggs through recipes, tips on healthy eating and advocacy through both traditional and digital media.

In addition, Mr Rimmer will develop a collection of “one pot” egg recipes, to be launched at a pop-up restaurant and featured on the Egg Recipes website.

The campaign launches as egg sales continue to soar.

In 2016 consumption returned to its highest level since the early 1980s, suggesting the industry has finally shrugged off the salmonella scare sparked by the then health minister Edwina Currie in 1988.

Retail egg sales increased in volume by 3.7% in the year to 9 October, according to Kantar Worldpanel, a grocery data analyst.

Andrew Joret, British Egg Industry Council chairman, said: “Egg sales went through the roof in 2016, following a strong 2015, and we’re expecting a similarly buoyant market in 2017.

“Young people are eating more eggs, inhibiting factors are at an all-time low and there is more confidence than ever in the nutritional benefits of eggs.

‘Perfectly placed’

He added the celebrity-led campaign was “perfectly placed” to capitalise on these trends.

Social media campaigning will encourage the sharing of the recipes by high-profile bloggers, as well as on the British Lion eggs Instagram, Pinterest and YouTube social media channels.

In addition, a nutrition focused campaign highlighting eggs as a “perfect protein”, targeting healthcare professionals and consumers, along with a food service-focused campaign to reinforce the additional food safety values of the British Lion mark.