British Lion eggs has launched a £1m campaign encouraging consumers to use more eggs in main meals.

As part of the Main Meals in Minutes push, former Atomic Kitten and Celebrity MasterChef winner Liz McClarnon and former Claridge’s head chef Mark Sargeant have produced a range of recipes, such as Thai-style folded omelette with chicken and noodles.

The recipes, together with videos by the chefs, will be available at eggrecipes.co.uk. The campaign will be pushed through online ads and an editorial PR campaign.

Egg sales grew by 6.8% in value and 4.9% in volume in the year to 28 November 2012 [Kantar Worldpanel].