Eblex will tackle declining lamb sales with the launch of a three-year campaign starting next month.

With the cost of lamb increasing by 34% since 2007, from £5.79 per kg to £7.77 per kg [Eblex/AHDB], it is increasingly regarded as a luxury. But Discover Lamb will reposition lamb as an affordable meat for families.

Red Tractor-assured diced and minced lamb will carry an on-pack promo to win an electronic tablet if they vote for one of two celebrity dishes - Ben Shephard’s pie or Edwina’s lamb curry.

A promo on Quality Standard Mark lamb mince features baking dishes and recipe books.

Eblex will also promote alternative cuts.