Retro chef eggs consumers on

British eggs will have a new ambassador in 2011 with TV chef and host of Cook Yourself Thin, Gizzi Erskine, leading a £1m marketing campaign to educate consumers on the versatility of eggs in cooking.

“Gizzi is a perfect ambassador for British Lion Eggs, as she is passionate, about both eating healthly and using British ingredients,” said Andrew Parker, British Egg Industry Council(BEIC) chairman.

As part of the campaign, the BEIC will be expanding its Meals in Minutes cooking suggestions with a dozen new ideas on how to use eggs in the kitchen put forward by Gizzi, including Indian scrambled eggs and Chinese fried eggs.

Instructional videos will also be available on YouTube, with Gizzi demonstrating how to whip up healthy and tasty egg-based meals.

The health aspects of eggs will be a focus of the BEIC campaign, targeting health professionals as well as slimming clubs and young mothers.

Later in 2011, during British Egg Week in October, the organisation will take up the cause of promoting British Lion Eggs to combat the threat of illegal eggs coming into Britain from the EU after the 2012 cage ban.