Quality meat Scotland hopes to boost the popularity of mince as a versatile and affordable source of red meat with a new campaign.

Entitled Make More with Mince, the push will promote the use of mince made from Scotch beef, Scotch lamb and Specially Selected pork.

The aim was to encourage shoppers to manage their weekly shopping budget while still purchasing quality products and enjoying diverse meals, said QMS. Promotional kits will be distributed to all members of the Scotch Butchers’ Club - about 300 butchers who source Scotch red meat.

Mince was a great way for shoppers to buy quality Scotch Beef, Scotch Lamb and Specially Selected Pork while keeping within their budget, said QMS marketing executive Jack Broussine.

“Mince doesn’t have to be boring - these recipes are inspiring and fun,” he said, adding that mince was “an incredibly versatile product”.

To support the campaign, QMS is publishing a recipe booklet that features mince recipes such as Thai pork lettuce cups and lamb and aubergine dhansak. It also gives advice on which ingredients pork, lamb and beef mince pair well with.