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Lion Egg Products launch £100k marketing campaign

The British Egg Products Association (BEPA) is launching a £100,000 'Best of British' campaign to promote Lion Quality egg products. Led by a new advertising campaign, producers of Lion Quality egg products will be targeting food manufacturers and catering companies with the 'Buy British' message after research showed that imports have grown by 40% since 2001 and more than 50% of food manufacturers were currently sourcing imported egg products. The research also showed that more than 80% of consumers felt that using British eggs within manufactured products was important, but were unaware that almost a third of these products contain imported eggs. Producers of Lion Quality egg products will highlight the benefits of buying British Lion Quality egg products, which conform to a stringent Code of Practice with strict controls on feed, vaccination of hens against salmonella, an increased sensitivity of salmonella testing and more detailed traceability. The campaign has strong support from several leading food companies, including McDonalds and Tryton Foods, which manufactures Aunt Bessie's Yorkshire Puddings. The advertising will be supported with a wide-reaching marketing campaign including direct mail, and food manufacturer and retailer briefings. Clive Frampton, Chairman of the British Egg Products Association, said: "There appears to be a lot of confusion surrounding egg products and it is this that producers of Lion Quality egg products wish to address. Once manufacturers, retailers and consumers have the clear facts then the importance of sourcing Lion Quality egg products will become obvious." For further information please contact the British Egg Information Service on 020 7808 9790