Sir Steve Redgrave, Gary Lineker and Andrew Murray, amongst other sport stars, nominated their favourite egg dishes for the Sporting Eggsellence recipe booklet.

As part of the campaign, the British Egg Information Service sent out commemorative egg packs, which roared like a lion when opened and included sport balls instead of eggs (see picture).

Lion Quality eggs also gave donations to Sparks (Sports Aiding Medical Research for Kids) for every recipe booklet requested.

Kevin Coles of the British Egg Information Service told Poultry World that support from retailers and packers amounted to 2m pieces of point of sale materials. “This is better than before – retailers seemed to have embraced it this year.”

Andrew Parker, chairman of the British Egg Industry Council, said: “British Egg Week has again exceeded expectations. The year the retail trade really responded to the Sporting Eggsellence theme and all ran point of sale materials to support the campaign.”

Source: FWi