The six-month campaign, which launched on 1 November, includes advertising, direct mail, celebrity promotions and digital advertising to ensure that everyone in vulnerable groups gets the message that they can enjoy a dippy egg.

Backing the campaign is weaning expert and celebrity, Annabel Karmel, who has launched a dedicated eggs hub on her weaning website with a collection of recipes to inspire mums to cook runny eggs for their little ones.

A six month long digital campaign on leading mother and toddler websites, Made for Mums and BabyCentre, alongside full page ads in Mother and Baby and Gurgle is set to drive awareness among mums.

Nearly half a million mums-to-be will be told the good news through a leaflet included in "Bounty" packs, which are given to all expectant mothers through the GP service. And they will also see posters and 15,000 leaflets on display in 750 of the top GP surgeries across the country.

British Lion eggs is also sharing the advice with care homes through a campaign to get eggs back on the menu for elderly people. As well as stands at exhibitions and direct targeting of major care home groups, 20,000 care homes have been sent a new brochure highlighting the change in advice.

[1] Announcement made by the Food Standards Agency on 11 October 2017