British Lion Eggs has unveiled a £1.5m integrated marketing campaign set to launch in 2026.
The Smart Food, Smart Choice campaign will reinforce the reputation of its eggs as “versatile, affordable, and highly nutritious with the world’s highest food safety standards”.
The food safety assurance scheme said the campaign will target millennial families and showcase simple, healthy meal ideas with a focus on breakfast.
According to British Lion, egg consumption continues to rise, particularly across the week (up 8% year on year), with more than half (58%) of all eggs had at breakfast consumed during the week.
“Demand for British Lion eggs continues to grow as consumers increasingly recognise eggs as quick, natural wholesome and affordable meal solutions,” said British Egg Industry Council CEO Nick Allen. “With the UK laying flock expanding and additional capacity coming online, there is a significant opportunity for retailers to build on strong sales achieved in 2025.”
The campaign will be fronted by Ashley James, a media personality and mother, along with dietician Nichola Ludlam-Raine, who will amplify key nutrition and food safety messages including that British Lion eggs are approved by the FSA to be served runny for vulnerable groups.
Read more: Ukrainian egg imports ‘damaging UK producers’ NFU warns
It will be supported by a partnership with Chefs in Schools, which offers schools practical advice and training to improve their food, to help drive awareness of egg-based meal solutions for breakfast and lunch.
A new curriculum-based section will also feature on the egginfo.co.uk website.
The campaign will target retail, wholesale, foodservice and care home operators to show the benefits of British Lion eggs, while also flagging “the risks and lack of transparency associated with imported eggs”.
This comes as the industry continues to raise concerns about rising egg imports, particularly from countries such as Ukraine, from which egg imports have increased by 27,400% year on year thanks to a trade deal between the UK and Ukraine.
“Eggs are a tasty, affordable source of natural protein, packed with more than 10 vitamins and minerals, which can be prepared in minutes by families on a budget,” said Allen. “The credibility of the world-renowned British Lion code, together with this insight-led marketing programme, give us a powerful platform to drive further per capita consumption growth in 2026 and beyond.”
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