Once limited to spring holidays, fine dining and mint jelly, lamb is finding new consumers and fresh approachable paths onto dinner tables and menus.
As consumers, especially Millennials, seek interesting, authentic and adventurous meats, demand for lamb has made inroads.
According to a 2018 consumer use and attitudes study, consumers in the target market (Millennials and those identified as thoughtful eaters) reported an increased interest in buying lamb and a growing number reported they like everything about lamb.