A new diet sponsored by the Tripe Marketing Board could lead to a huge rise in sales of tripe this summer, retailers were told at a meeting in Warrington last night.
Launching the new diet, Tripe Marketing Board chairman Sir Norman Wrassle said: "At this time of year, we're all looking for ways to shed a few pounds to squeeze into our bikinis before relaxing on the beach. The T-Plan Diet is a new, proven way to lose pounds fast."
The diet has been developed by Lady Cheryl Wrassle, Sir Norman's wife, who launched her popular work-out videos in the 1980s.
Sir Norman was speaking on the eve of his appearance on BBC Radio Merseyside this afternoon, when he is expected to talk to popular presenter Billy Butler about the Tripe Marketing Board's move into publishing last year, which was criticised at the time by many in the industry.
In 2012, TMB Books published Forgotten Lancashire And Parts Of Cheshire And The Wirral by Dr Derek J Ripley. The Wigan Observer estimated the book had a dozen laughs a page and many reviewers have agreed. Sir Norman said: "The book will appeal to those who don't fancy the T-Plan diet. Readers may not lose weight by reading it, but at least they will be overweight and happy."
The Tripe Marketing Board's strategy of subliminally promoting tripe was re-inforced this year with the publication of The Lost Films of 20th Century Spatchcock, also by Dr Ripley. Both books are currently available at a special offer price of just £7.99 including p&p direct from TMB Books.
Next month the TMB plans to make its industry diary available to the wider public for the first time. "We have been heartened by a new interest in tripe this year. Our 2014 Diary, which will include lots of tips and facts about tripe, articles about sport and tripe, fashion and tripe and celebrity recipes is an important part of our plans to make 2014 the Year of Tripe," Sir Norman said.