This year’s British Egg Week is set to focus on eggs for breakfast, as new research suggests that consumers spend less than half the time eating breakfast than they did 20 years ago.

This prompted British Lion eggs to commission executive head chef at Claridge’s Hotel, Martyn Nail, to create a series of seven egg-based breakfast recipes – providing a new way to “Wake up to Eggs” every morning this British Egg Week (5-11 October).

British Egg Industry Council chairman, Andrew Parker said: “Being time poor does not have to equal a poor diet. British Egg Week is the perfect opportunity for consumers to enjoy one of Martyn’s breakfast recipes – particularly as the removal of limits on egg consumption means they no longer have to worry about how many eggs they eat.”

To support the campaign, British Lion eggs has launched a major PR initiative to increase awareness among consumers, including editorial media coverage in women’s magazines, radio promotions, in-store activity and a new microsite.

Consumers will also have the chance to win a place on a special masterclass with Martyn, learning top tips from someone who cooks around 6500 eggs each week – nearly 350,000 a year.

British Lion eggs has developed point of sale support for retailers and caterers, with leaflets, table-talkers and barkers scheduled to appear in major UK retailers during October. Retailers wishing to order material should contact the British Egg Information Service on 020 7052 8899.