Next week’s British Egg Week will centre around a Wake Up To Eggs theme as producers look to take advantage of the products’ new clean bill of health.

This year’s Egg Week is the first since the British Heart Foundation said there was no need for consumers to limit their egg consumption – and the British Egg Industry Council is hoping to capitalise by emphasising the benefits of eating eggs for breakfast.

Morrisons and The Co-operative Group are among retailers backing the event with in-store leaflets and POS activity, while widespread media activity is being targeted at women’s press.

The initiative comes as new figures show the UK egg market has recorded its third consecutive year of growth. The increase has been fuelled by sales of free-range eggs, sales of which are up by almost a quarter since 2006 and now account for more than 40% of total retail egg sales.

“The latest sales figures have reinforced the position of eggs as a major part of the weekly supermarket shop,” said BEIC chairman Andrew Parker.

“After years of a market in the doldrums, the egg industry is enjoying a period of sustained growth, with consumers increasingly seeing the nutritional benefits as well as versatility and meal appeal.”