Meat bosses have launched a new campaign to encourage consumers to ‘Tuck In’ to lamb this autumn.

The English Beef and Lamb Executive said that, as supplies rose towards their seasonal peak, it wanted remind the public of lamb’s "succulent flavours". The campaign will include promotional kits for butchers and recipe booklets containing both traditional and new ideas for lamb dishes.

EBEX marketing manager, Andrew Garvey, said: "There is always something special about the taste of our lamb at this time of year and we will be doing all we can to encourage consumers to choose it."

"EBLEX also aims to increase the appeal of lamb among younger customers with quickly and easily prepared cuts for those in a hurry."