Lion eggs to be marketed as New Year slimming solution

A new lion egg marketing campaign is being promoted by the British Egg Information Service, (BEIS) to show that eggs can help with weight loss as part of a New Year slimming resolution.

According to the BEIC, new research shows that when two eggs were eaten for breakfast obese women lost more weight than women eating a similar breakfast without eggs.

Andrew Parker, chairman of the BEIC, said: “Health will be one of our core strategic platforms for 2008. Sales of eggs have been increasing as consumers understand more about their slimming and health properties.”

The BEIS is also keen to reinforce that eggs contain a good source of protein and essential vitamins and minerals. And that the Food Standards Agency has said there is no limit to the number of eggs you can eat in a week as part of a healthy balanced diet.

Lion Quality egg producers have also launched a new website aimed at developing schoolchildren’s understanding of the role that eggs can play in a healthy diet.

Designed by education specialists to ensure that it fits with all aspects of the National Curriculum the site, covers all four key stages, making it relevant for children from five -16.

Mark Williams, chief executive of the BEIC, said: “Teachers are desperate for high quality resources to use in the classroom and our new website gives them the opportunity to talk about the role eggs play in a healthy diet from a very early age.”

Last year, the egg industry was shocked by a ban on using the iconic Go To Work On An Egg ads, which featured Tony Hancock, on TV to mark the 50th anniversary of the British Lion marque.