Following the success of the Lion Quality scheme for shell eggs, BEPA is now launching a new ‘Best of British’ campaign to highlight the benefits of buying British Lion Quality egg products.

The campaign is being backed by several leading food companies that currently use British Lion Quality egg products, including McDonalds and Tryton Foods, which manufactures Aunt Bessie’s Yorkshire Puddings.

Research has shown that more than 80% of consumers felt that using British eggs within manufactured products was important, yet almost a third of these products contain imported eggs.

Problems with imported eggs and egg products in recent years, including salmonella in imported eggs and veterinary medical residues, along with scares over dioxins and nitrofurans in feed have reinforced consumers’ views and encouraged British egg products producers to launch the ‘Best of British’ campaign.

‘Best of British’ will highlight the additional food safety benefits of Lion Quality eggs, including production to a stringent Code of Practice that has numerous feed controls and food safety regulations.

A new logo has been designed to help manufacturers, caterers and consumers identify products that have been made using British Lion Quality egg products. More than 80% of consumers have confirmed that they would be more likely to purchase a product carrying this logo.

The ‘Best of British’ campaign encompasses PR, Direct Mail and face-to-face meetings with key influencers. BEPA is hoping that its campaign will encourage food manufacturers to feature the ‘Best of British’ logo on-pack in future.