Thinking outside the (egg) box

FOUR OF Britain’s leading chefs are joining forces to launch a new campaign called ‘Think Outside the Box’ to inspire home cooks to get creative and use more eggs.

 

Annabel Karmel (pictured), Paul Merrett, Jun Tanaka and Sophie Wright are all involved, and have come up with a new collection of a dozen recipes, ranging from Moroccan spiced eggs with tomatoes to poached eggs in red wine.

 

A new website (www.eggrecipes.co.uk/thinkoutsidethebox) features the recipes. There are also new videos showcasing the chefs preparing the dishes and demonstrating a range of classic egg cookery techniques. All videos will also be hosted on a new ‘Egg Recipes’ channel on You Tube (http://www.youtube.com/user/eggrecipes).

 

The recipe collection includes family meals by children’s food expert Annabel Karmel, and light, nutritious recipes by Sophie Wright, one of the country’s youngest top chefs. Paul Merrett, the star of the BBC show Economy Gastronomy, has developed dishes designed to offer value for money, and Jun Tanaka – executive head chef of the Pearl Restaurant and Bar in London – challenges cooks to be adventurous with his egg recipes.

 

The ’Think Outside the Box’ campaign will also be supported through a series of consumer magazine advertorials encouraging the use of eggs in summer recipes.

 

Andrew Parker, British Egg Industry Council, chairman said the campaign will “showcase the fantastic versatility that eggs offer”. The campaign has been timed to coincide with the traditional rise in egg sales around Easter, and encourage further, incremental growth.

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