Top chef Simon Rimmer, health and fitness expert Lucy Mecklenburgh, and TV presenter Helen Skelton have all signed up as ambassadors for British Lion eggs, and will help to promote the benefits of eggs by highlighting their favourite egg recipes and tips on healthy eating, through both traditional and digital media.

Simon Rimmer will also be developing a ‘one-pot’ egg recipe collection, showcasing the ease, versatility, speed and nutritional benefits of cooking with eggs. The collection will feature on www.eggrecipes.co.uk and be launched by Rimmer via a specially created exclusive pop-up restaurant.

Andrew Joret, British Egg Industry Council Chairman, said: "Egg sales went through the roof in 2016, following a strong 2015, and we’re expecting a similarly buoyant market in 2017. Young people are eating more eggs, inhibiting factors are at an all-time low and there is more confidence than ever in the nutritional benefits of eggs.

"Add to this the anticipated recommendation from the FSA that pregnant women, babies and older people can enjoy runny eggs once more, as long as they are British Lion, and we’re in a good position.

"Consumer demand for eggs is clearly already strong but there is still room for growth. Our research shows that there are two key things that resonate with consumers when considering eggs - the health and nutrition benefits, and quick, convenient recipes. Our high-profile celebrity-led marketing campaign is perfectly placed to help the industry capitalise, reaching a wide spectrum of different audiences with a mix of informative, exciting, shareable and engaging content."

A social media campaign, including recipe videos, will encourage the sharing of the recipes by high-profile bloggers, as well as on the British Lion eggs Instagram, Pinterest and YouTube social media channels.

The recipe campaign will continue to be supported by a nutrition focused campaign highlighting eggs as a perfect protein, targeting healthcare professionals and consumers, along with a trade focused campaign to reinforce the additional food safety values of the Lion.