Eblex is launching a campaign to encourage consumers to try cooking the sort of US-style meat cuts they usually get at trendy restaurants at home.

The campaign - launching in early summer in time for the barbecue season - will run under the umbrella Cook-In banner and promote several ranges including: Steak Bar - new and traditional beef and lamb steaks Chop House - bone-in beef and lamb cuts with enhanced flavour and succulence and a Gourmet Burger range made using cuts such as chuck, rump and mince.

The ranges were inspired by meat trends in the US, said Mike Whittemore, trade marketing manager for Eblex. “We’ve tried to Anglicise and introduce what we saw over there.”

Eblex is still finalising the promotional materials for Cook-In but it is likely to include leaflets, recipe cards and on-pack stickers. It introduced the Steak Bar concept last year and is already planning further ranges to sit under the Cook-In push later in the year.

Chop Houses have become a popular concept on the London restaurant scene, with well-known ones including Mark Hix’s Hix Oyster & Chop House.

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