Ed Bedington
Young consumers are the target of a campaign by Tesco to focus on modern meat eaters.
The retailer has launched a long term communications programme aimed at what it classifies as a rapidly growing sector of non-traditional' meat eaters.
Head of meat products Matt Simister said: "The time is right to start providing younger people with a new outlook on British meat.
"Despite the problems, demand has remained remarkably strong, but we have to recognise that attitudes to meat eating in the future will be very different."
Targeting shoppers between the ages of 20 and 35, Tesco will put public relations at the heart of the campaign which is scheduled to run for a year.
The initiative aims to deliver regular, positive media exposure about the changing way people are eating and thinking about meat.
Simister added: "Diet conscious women and the new convenience dominated young urban generation need to be taught that meat can still be an important part of their lifestyles.
"Our aim is to join the popular media agenda by delivering stories that fit seamlessly alongside items on subjects like fashion, fitness, sport and celebrity." As well as the media, Tesco will be supporting the campaign with a string of point of sale materials to highlight the nutrition and health benefits of meat.