British Lion eggs is set to launch a major £1.5m integrated marketing campaign in 2026 to reinforce British Lion eggs as versatile, affordable and highly nutritious with the world’s highest food safety standards.
Targeting millennial families, the ‘Smart Food, Smart Choice’ campaign will showcase inspiring, simple and healthy meal ideas with a focus on breakfast where eggs consumption continues to rise, particularly across the week (+8% YOY)*. More than half of all eggs (58%) had at breakfast are now consumed during the week.*
Media personalities and social influencers, that focus on parenting, will front the campaign, while nutrition-focused experts will amplify key nutrition and food safety messages. This includes highlighting that British Lion eggs are approved by the Food Standards Agency to be served runny for vulnerable groups such as pregnant women and parents introducing solids to their babies, as well as the elderly. Content will be delivered across Instagram, TikTok and other owned channels.
A partnership with Chefs in Schools, which supports schools with practical advice and training to improve their food, will help drive awareness of egg-based meal solutions for breakfast and lunch, helping to support nutrition, brain development and cognitive function. In addition, a new curriculum-based section will feature on the egginfo.co.uk website.
“Demand for British Lion eggs continues to grow (+5.1% vol 52 w/e 2.11.25) as consumers increasingly recognise eggs as a quick, natural wholesome and affordable meal solution,” says Nick Allen, Chief Executive of the British Egg Industry Council. “With the UK laying flock expanding and additional capacity coming on line, there is a significant opportunity for retailers to build on strong sales achieved in 2025.”
Allen added, “Eggs are a tasty, affordable source of natural protein, packed with more than ten vitamins and minerals, which can be prepared in minutes by families on a budget. 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.”
The campaign will also target retail, wholesale, foodservice and care home operators, promoting the food safety benefits of British Lion eggs with best-practice guidance on sourcing, handling and serving. Communications will continue to underline the risks and lack of transparency associated with imported eggs, supporting operators in making safe, informed decisions.
*Kantar Worldpanel, Usage, Total Shell Eggs at Breakfast split by day of consumption, Occasions %, 52 w/e 29th December 2024 (comparison vs 52 w/e 31st December 2023)
**Kantar sales vol 52 w/e 2 November 2025
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