Double Olympic gymnastics gold medallist Max Whitlock, and health and fitness experts The Lean Machines, will be kicking off the rolling programme of ambassadors, sharing hints, tips and recipes about cooking #EggsMyWay through traditional and social media. Further food, health and family focused ambassadors will be announced throughout the year.

Max Whitlock said: "For me, eggs are the ultimate superfood. Whether I’m training, travelling or enjoying some downtime, they are a key part of my diet.

"I’ve got a pretty hectic schedule so it’s important that I have access to protein-packed meals and snacks that are quick and easy to prepare, and taste good. Eggs fit the bill, and because they’re so versatile I never get bored."