New campaign for British eggs

Four of Britain’s leading chefs are joining forces to launch a new campaign called Think Outside the Box to inspire home cooks to get creative and use more eggs.

The campaign, launched by the British Egg Information Service, will see Annabel Karmel, Paul Merrett, Jun Tanaka and Sophie Wright asking the public to “think outside the box” with a new collection of recipes, ranging from Moroccan spiced eggs with tomatoes to poached eggs in red wine.

A new website – www.eggrecipes.co.uk/thinkoutsidethebox – features the recipes, alongside a series of new videos which showcase the chefs in action and demonstrating a range of classic egg cookery techniques. All videos will also be hosted on a new Egg Recipes channel on You Tube.

The recipe collection includes family meals by children’s food expert Annabel Karmel, and light, nutritious recipes by Sophie Wright, one of the country’s youngest top chefs.

The “Think Outside the Box” campaign will be supported through a series of consumer magazine advertorials encouraging the use of eggs in summer recipes.

“There is always a sharp increase in egg sales around Easter but we expect the new campaign to help deliver incremental growth for the total UK egg market, in addition to the Lion eggs’ share of the market,” said BEIC chairman Andrew Parker.