UK tripe sales values were down by 0.2% on a like-for-like basis in the 12 months from October 2011, when they were down 0.5% on the preceding year. On a total basis, sales were up 1.6%, against a 1.5% rise in October 2011.
Sir Norman Wrassle, Chairman of the Tripe Marketing Board, saw grounds for optimism in the figures. He said:
"This is one of the lowest reductions in tripe sales values for many years, and it's possible we are turning a corner. Our investment in social media and advertising, together with our Men In White campaign may well have stemmed the tide."
Some media experts have pointed to significant rises in tripe consumption - often as high as 300% - but this is starting from such a low base that growth is negligible. Plans are underway for a pre-Christmas push in the hope that tripe can form part of the family festivities in Britain's households over the holiday period. "We're dreaming of a tripe Christmas!" Sir Norman said.