Tuck in print run hits 1.2m

RECIPE booklets containing tempting ideas for preparing beef and lamb have proved a massive hit for the English Beef and Lamb Executive (EBLEX).

The Tuck In Five publication, which will be distributed as an insert in this weekend's Times and Observer and in next week's Daily Telegraph on Saturday, may even have to go to a third reprint due to demand from the public.

The Tuck Ins One to Four each had a run of 300,000, but the increasing popularity of the booklet meant number Four saw a run of 500,00 and number Five started with a run of 500,000 with a further 700,000 going through the presses for the insertions.

Now, says EBLEX Head of Marketing Andrew Garvey, even more may have to be ordered.

He said: "The Tuck In recipes have continually gained in popularity to the stage where people are contacting us to order whole sets of them going right back to the first booklet.

"They have been flying off the shelves and we may well have to print yet more to satisfy the demand until Tuck In Six is printed in March."