English Beef and Lamb Executive figures show value sales of cuts such as chops and steaks surged by 8.7% overall in the six months to June 2004.
In volume terms, the strongest single performance was by lamb steaks, sales of which grew by 20.7%. Chop sales, meanwhile, rose by 16.5%.
Lamb used in ready meals increased 9.2%, and even the traditional roast shoulder joints enjoyed growth of 9.6%.
David Croston, EBLEX chief executive, said: “People do love lamb and I believe the work that EBLEX has done with its Tuck-in campaign has helped remind people just how tasty it is.
“Although it has only been quite a small investment, it has built on the previous work of the MLC first on Quick Lamb cuts, then using Harry Enfield’s Tim Nice but Dim character to give lamb a high profile among younger English consumers.”
Meat sales as a whole were strong, said EBLEX. But lamb was at the forefront of growth.