CHICAGO — In a first-of-its-kind education campaign that stretches across several areas, the American Egg Board has launched its new initiative – “Stronger by the Dozen.”
AEB notes in its announcement that this new, comprehensive campaign, which is backed by 18 months of research and development, seeks to tell the complete nutrition story about eggs with long-term impact.
The program highlights egg’s, “complete protein and key nutrients, such as choline, that help maintain muscle mass, support brain health and fuel and overall healthy lifestyle,” AEB said. “Building on the (U.S. Food & Drug Administration’s) recognition of eggs as a healthy food, this effort makes the egg nutrition story clear, cohesive, and visible.”
“Eggs are a true powerhouse of nutrition, and we’re excited to share their full story through ‘Stronger by the Dozen,’” Emily Metz, AEB president and CEO, said in a statement. “This initiative marks a milestone for the AEB. For the first time, we are uniting all our nutrition communications under one clear, bold story — helping health professionals and consumers understand how eggs support muscle and brain health, and overall wellness when clarity and credibility matter most.”
The research behind this initiative looks at identifying the nutritional needs of consumers, as well as priorities sought from healthcare professionals.
“The work revealed that people are seeking simple, healthy foods that provide strength across physical, mental, emotional, and social well-being,” AEB noted. “Eggs, with their unique nutrient package, are ideally suited to support these four pillars. The campaign presents this story, drawing on insights from experts in each area to show how small, wise choices each day can help people feel stronger in every aspect of their lives.”
The board partnered with experts in these four different areas to share their insights into how eggs can assist with specific nutritional needs.
· Addressing physical needs, Angie Asche, on the campaign’s website, says, “Supporting strong muscle isn’t just for fitness goals or athletic competitions. High-quality fuel from high-quality protein, like eggs, is important for sustaining muscle and supporting bone health throughout life.”
· “Choline is a crucial nutrient for supporting brain development, memory and mood, and one that 90 percent of Americans don’t get enough of,” Dr. Drew Ramsey said, noting brain health.
· For emotional well-being, Dr. Rachel L. Goldman said, “When it comes to meal prep, reducing decision fatigue can help simplify days and alleviate stress. Prepping simple options in advance with eggs can make it easier to enjoy a healthy meal or snack without overthinking it.”
· In conjunction with less-stressful meal planning, Lilie Randazzo, AEB’s social well-being expert, adds, “Don’t overthink dinnertime or hosting company. People remember how they feel more than how the plate looks — so keep it simple.”
AEB will be utilizing a multi-channel approach to reaching consumers through retail, digital and social media. The AEB website will be a centralized hub for all of the campaign’s information. The Stronger by the Dozen campaign will continue through the rest of 2025, with additional activities planned for 2026.
More expert information, recipes, and nutritional information can be found through the AEB’s website at www.incredibleegg.org.
