British shoppers are being reminded that pork is 96% fat free in the latest of the British Pig Executive’s promotional campaigns.

In an effort to present pork as the healthy option, BPEX is placing advertisements in food and lifestyle magazines including Hello, OK, Take a Break, BBC Good Food, Good Housekeeping and Sainsbury’s Magazine.

Marketing manager Chris Lamb said: “The aim is to build on the extremely successful campaign we ran last year focusing on the 96% fat free message.

“Lean pork is a really healthy option and with the spotlight on obesity, it has an important role to play.

“Changes in breeding, feeding and butchery mean the fat content of British pork has been dramatically reduced.”

The country’s 6000 plus butchers will also receive a promotional kit to remind customers of the advantages of pork.

The £200,000 campaign is part of a wider promotional effort by BPEX to underline the healthiness of pork costing £500,000.