Targeting the younger lamb consumer With over 70% of lamb eaten by consumers aged over 45, the task ahead is to win and influence the younger generations who have drifted away from red meat in recent years. By enhancing the image, convenience and perceived value of lamb and encouraging mid-week usage of lamb, the MLC is aiming to target younger consumers while at the same time not alienating traditional lamb buyers. The Quick Lamb campaign ­ launched in September 1998 ­ laid the foundation for achieving these objectives and the new beef and lamb campaign will build on this. Qualitative research has been carried out to discover consumers' reactions to a number of lamb cuts which are lean, easy to prepare and cook, boneless and suitable for modern culinary styles. It revealed high levels of interest in trialling the cuts with 75% stating that they would definitely try them. {{MLC }}

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