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Consumers encouraged to beat an egg for British Egg Week
Consumers were encouraged to take part in an egg-ceptional challenge for British Egg Week last week, with Lion ambassadors Tom Daley and Steph Houghton asking their social media followers if they could crack an egg by squeezeing it from end to end. Attempts from Steph and Tom delivered 184,000 likes, comments and views.
The #ProteinPowerChallenge was designed to show that while eggs are famously fragile they are surprisingly strong when squeezed end-to-end, and also an excellent source of natural protein and relatively affordable when compared to other high-protein foods, such as meat.