‘Eat Balanced’ puts challenge to Veganuary

A NEW campaign which aims to encourage British households to continue eating meat and dairy as part of a balanced diet as gone live this week.

The £1.5 million ‘Eat Balanced’ television-led advertising drive, launched by the AHDB, represents a first for the meat and dairy industry - delivering a collaborative and concerted message that everyone can get behind.

The campaign will appear on television, social media, digital and supermarket packaging and aims to highlight the nutritional benefits of enjoying red meat and dairy, whilst showcasing the UK’s world class food production standards and sustainability.

Launching to coincide with Veganuary, it will also emphasise within its three key messages to the public that meat and dairy contains vitamin B12, an essential nutrient not naturally present in a vegan diet.