Cracking Start To The Year For Egg Sales Egg producers are celebrating their best first quarter sales in recent memory with year on year egg sales rising more than 3% in the period to April 22*. The sustained rises build on a market which has been steadily growing since the relaunch of the Lion in Autumn 1998. The rise in demand in 2007 has been as a result of an active £3.5m marketing campaign, led by an advertising campaign promoting eggs as a healthy meal alternative. The ad campaign was given an additional boost with the introduction of a new execution, featuring a pizza omelette, which showed how eggs can help slimmers avoid fad diets! Longer term, the egg market has overcome consumer concerns about both food safety and cholesterol, and eggs have been readily accepted as an integral part of the modern meal repertoire.   Mark Williams, Chief Executive of the British Egg Industry Council, welcomed the latest figures: "In a vast, mature market like eggs a growth rate of 1% would be good, but to be exceeding 3% at this stage of the year is exceptional. "Consumers have a growing recognition of the benefits eggs can add to the diet and a wealth of research continues to be published, building on the well-established health credentials."