British Egg Industry Council has called on food businesses to join in celebrating the British Egg Week, which is running from 7-13 October with a Protein Power theme.

With retail sales growing by 4 percent year on year in 2018, the event provides retailers, caterers, wholesalers and manufacturers with the opportunity to boost their egg sales and capitalise on the continued popularity of eggs, the trade association noted.

“Millennials are driving the growth of eggs as more and more are won over by their nutritional benefits and versatility. The protein in eggs is one of the most motivating benefits for young professionals and families, which is why we are focusing on Protein Power as our British Egg Week theme,” said Andrew Joret, Chairman of BEIC.

Retailers are requested to drive awareness of their egg offering with product displays, recipes, promotions, meal-deals, special menus and events as around 250 million eggs are expected to be eaten during the week.

“British Lion eggs will be supporting British Egg Week with social media content and promotions, including a challenge to see if it’s possible to break an eggshell holding it top to bottom, which is apparently impossible,” Joret added.