The British Herb Trade Association hopes to get Brits cooking by encouraging them to "make ordinary meals extraordinary".

Recipes will be printed in women's, food and lifestyle magazines in a bid to drive sales of potted and packet herbs.

The campaign, which launches in the next few weeks, will also target children to show how herbs can be used for cooking and for enhancing the flavour of food. "We are confident the campaign will deliver great results and drive sales," said BHTA spokesman Leon Mundey.