Concerns about the efficacy of imported Polish eggs have prompted a major £1 million marketing campaign to showcase the benefits of British Lion eggs, which is launching this month (January).
This comes after the Food Standards Agency issued an official alert about the food poisoning risk associated with Polish eggs, following a rise in cases of Salmonella. Version 8 of the British Lion Code of Practice, launched in 2023, aims to ensure that the scheme remains the most comprehensive egg food safety assurance scheme in the world.
Gary Ford, chief executive of the British Egg Industry Council, said: “Consumers can wholeheartedly trust eggs carrying the British Lion on the shell and pack. With the safety of imported eggs under the FSA microscope, it is vital that retailers and food service businesses look to the British Lion to ensure they are offering the highest quality eggs to their customers.”
To reinforce the importance of retailers and foodservice sourcing British Lion eggs, food safety expert, Sterling Crew, will continue as an ambassador advocating the food safety aspect of the eggs. The sector will also be targeted through professional chefs sharing advice and innovative recipes.
Pregnant women and parents at the weaning stage will be provided with the FSA advice that they can trust British Lion eggs and include British Lion runny eggs in their diets and for their babies. Registered dietician Dr Carrie Ruxton will reinforce the nutritional importance of eggs for these audiences.
And a British Lion ‘Pride’ of social influencers, with a collective following of more than 2 million, will be creating and sharing content throughout the year. The campaign will see the launch of an @egg_recipes TikTok channel, unlocking access to the 29 million monthly UK users, of whom 42% are parents. This will be complemented by the @egg_recipes Instagram account whose followers grew by 18% to 88,000 during 2023.