Marketing push sees ‘trendy’ egg recipe booklet launched

The British Egg Industry Council (BEIC) continues this year’s marketing push with a recipe booklet inserted into the April issue of foodie magazine BBC Easy Cook.

The recipes included are aimed at the cooking enthusiast, with smoked salmon egg pots and spinach and egg roulade featuring.

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Also offered is a take on the Japanese dish chahan and a roast cauliflower and purple sprouting broccoli frittata.

This year’s BEIC marketing push has continued with campaigns highlighting that consumers can “make a meal in minutes” with eggs. 

But it also taps into the trend for “instafood”; posting pictures of healthy, photogenic recipes on social networking site Instagram. 

The hashtag #EggCentric has been adopted to allow users of the site – and others such as Twitter, Youtube and Facebook – to highlight their own creations. 

Andrew Jorêt, BEIC chairman, said: “The popularity of eggs continues to grow, with the #EggCentric campaign helping new audiences to wake up to their benefits.

“The latest phase of the campaign is helping to offer consumers new egg recipe inspiration, encouraging them to cook with eggs in the home by offering a range of interesting, quick and easy to follow meals.”

A PDF of the BEIC’s recipe book can be downloaded from the council’s egg recipes website