AN OLYMPIC gymnast is taking part in a new British Lion campaign to promote eating eggs, and their health benefits.

Max Whitlock, who has several medals under his belt, will be the first in what is planned to be a rolling programme of ambassadors, sharing hints, tips and recipes about cooking #EggsMyWay, through traditional and social media.

Mr Whitlock said: “For me, eggs are the ultimate superfood. Whether I’m training, travelling or enjoying some downtime, they are a key part of my diet.

“I’ve got a pretty hectic schedule so it’s important that I have access to protein-packed meals and snacks that are quick and easy to prepare, and taste good. Eggs fit the bill, and because they’re so versatile I never get bored.”

With a combined social following of more than one million consumers, British Lion eggs hopes to influence a wide range of different audiences with a mix of eggy content shared across Instagram, Pinterest, YouTube, Twitter and Facebook.

British egg industry council chairman, Andrew Joret, added: “Eggs are back in fashion, with sales soaring in recent years, and we’re encouraging some high profile egg lovers to share their favourite egg recipes as part of a marketing campaign to further drive consumption. With the recent change in egg safety advice, we expect sales to keep climbing in 2018.

“Young people are eating more eggs, inhibiting factors are at an all-time low, consumer confidence in the nutritional benefits of eggs is on a high, and there is room in the market for growth, so we’re one of the healthiest sectors of UK agriculture."

The recipe campaign will be supported by nutrition and food safety focused campaigns aimed at healthcare professionals and consumers, highlighting the new runny eggs advice, and promoting eggs as a perfect protein. A trade focused campaign will also highlight the new safety advice and reinforce the additional food safety values of the Lion.