Celebrity chefs think outside the box

The campaign will see Annabel Karmel, Paul Merrett, Jun Tanaka and Sophie Wright asking cooks to ‘Think Outside the Box’ with a new collection of a dozen recipes, ranging from Moroccan spiced eggs with tomatoes to poached eggs in red wine, to inspire the UK to get creative with the Great British egg.

A new site (www.eggrecipes.co.uk/thinkoutsidethebox) features the recipes, alongside a series of new videos, which showcase the chefs preparing the recipes, and demonstrating a range of classic egg cookery techniques. All videos will also be hosted on a new ‘Egg Recipes’ channel on You Tube.

The recipe collection includes family meals by children’s food expert Annabel Karmel, and light, nutritious recipes by Sophie Wright, one of the country’s youngest top chefs. Paul Merrett, the star of the BBC show Economy Gastronomy, has developed dishes designed to offer value for money, and Jun Tanaka, executive head chef of the Pearl Restaurant and Bar in London, challenges cooks to be adventurous with his egg recipes.

The ‘Think Outside the Box’ campaign will also be supported through a series of consumer magazine advertorials encouraging the use of eggs in summer recipes. 


Andrew Parker, chairman of the British Egg Industry Council, said: “The ‘Think Outside the Box’ campaign will showcase the fantastic versatility that eggs offer and ensure consumers continue to see eggs as an exciting option and a vital part of their cooking repertoire. There is always a sharp increase in egg sales around Easter but we expect the new campaign to help deliver incremental growth for the total UK egg market, in addition to the Lion eggs’ share of the market.”