Chef Makes Eggs ‘Main’ Ingredient at Mealtimes

UK - Celebrity chef Dean Edwards is fronting a renewed drive from British Lion eggs to encourage consumers to make eggs a central part of their meal repertoire in 2014.
calendar icon 21 January 2014
clock icon 3 minute read

The promotion of eggs for use in main meals is a continuation of British Lion eggs’ long-term strategy and is forecast to deliver a continued rise in egg sales following strong sales in 2013.

Celebrity chef Dean Edwards

Chef Edwards, who regularly appears on ITV show Lorraine, has developed a new collection of ten exciting, quick ‘Main Meals in Minutes’ recipes, including an ‘English Breakfast Tortilla’ and ‘Eggy Mexican Quesadillas’, that are suitable for everyday use. With the health credentials of eggs now widely recognised by health experts, Dean’s collection includes a number of great tasting healthy options, such as the ‘Fiery Egg and Spinach Curry’, to capitalise on the increasing consumer demand for eggs in healthy eating diets.

Chef Edwards will feature in a series of YouTube videos showing how quick and easy it is to cook with eggs, on and as part of a major editorial campaign to showcase his great tasting recipes.

He said: “I love cooking with eggs as they are so versatile and quick to prepare. They’re an essential ingredient for all cooks whatever their skill level and they also offer a great value option at mealtimes so what’s not to like? I’ve developed some delicious recipes that are really easy to prepare so I can’t wait to get them out there for people to try.”

Mark Williams, Chief Executive of the British Egg Industry Council, said: “We are delighted to get Dean on board. He’s a big fan of eggs and he will really engage with our core target consumers. Egg consumption is already on the up and with Dean’s help we are expecting it to grow even faster.”

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