Former Made in Chelsea star Spencer Matthews is fronting a new campaign to promote the importance of lean red meat as part of a healthy balanced diet.
The campaign is aiming to support facts about the value of red meat in the diet, whilst countering misinformation.
It is launching across England, Wales and Scotland as part of a collaboration between AHDB, Quality Meat Scotland (QMS) and Hybu Cig Cymru – Meat Promotion Wales (HCC).
Spencer, who was a runner up on Celebrity Masterchef 2018, will share three new mid-week meal recipes, posting them to his Instagram page and stories.
The recipes highlight some of the nutritional benefits of lamb, beef and pork, in line with EU-authorised nutrition and health claims.
AHDB says insights into the target consumer audience found that 23 per cent of respondents were red meat ‘waverers’, suggesting they feel they should cut down their red meat intake. Research also revealed that people in this group are often unaware of the benefits of red meat in the diet.
QMS chief executive Alan Clarke said: “We are thrilled to be working with Spencer Matthews on this campaign. It is fantastic to see him cooking with such high-quality, fresh ingredients that the whole family can enjoy.
“We hope this will inspire Spencer’s extensive following to give these quick and easy recipes a go in their own homes.”