More than one in four shoppers recognises RSPCA Assured label

More than one in four shoppers recognises RSPCA Assured label

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The RSPCA’s new ethical food label RSPCA Assured - previously Freedom Food - has exceeded all expectations by achieving 26% consumer recognition in its first four months.

The poll - carried out by Atomik Research - also revealed that 76% of people who are aware of the logo are likely or very likely to buy products labelled RSPCA Assured.

This news comes as  RSPCA Assured also announces that 29 new product lines - including 15 in Sainsbury’s and 11 in Ocado - have been launched since the label first hit supermarket shelves in May this year.

Whilst it is too soon to report on sales of products, early indications are positive.

 And RSPCA Assured estimates the amount of labelled food could increase by as much as 200% in the next five years due to an increase in consumer demand.  



“Good standards of animal welfare are important to us, they are also something our customers look for in the products they buy.  
"The new logo stands out which helps them make a clear and informed choice.”

Sue Lockhart, head of agriculture, Sainsbury’s

It also predicts the new label could help improve the lives of a further 100 million farm animals, plus many millions of farmed salmon and trout over the same period.

The increase in awareness of the new label follows a campaign throughout September 



which included a TV advert - featuring the voice of actor John Hurt - online and Facebook advertising and RSPCA Assured recipes on the UK’s top food website, Food Network.

Liam Kurzeja, marketing manager for RSPCA Assured, puts the campaign’s success in raising awareness of the new label down to the simple approach.

“It’s not rocket science. We just looked at what shoppers want - clear simple messaging. So we launched a new label that is what it says it is - RSPCA Assured means good farm animal welfare. It’s that simple.  

“We used the same straightforward approach in our advertising.  No fancy gimmicks or complicated graphics but simple, clear, honest messaging  that leaves people in no doubt of what RSPCA Assured is about.” 



The RSPCA Assured label will continue replacing the Freedom Food logo on products until 7 May 2016.

For more information, visit the RSPCA Assured website.  

Notes to editors:

  • Atomik Research carried out a survey of 2,000 adults in October 2015 to measure awareness of RSPCA Assured. The research also revealed that the top three attributes associated with RSPCA Assured are: good welfare, ethical and caring
  • Traffic to the RSPCA Assured website increased from a weekly average of just over 1,000 pre-campaign to nearly 4,500 during the campaign
  • The RSPCA Assured label is the new consumer marketing brand of Freedom Food and stands for the same welfare standards as the Freedom Food label
  •  It is is only the label on pack that is changing - the standards and operation of the scheme will remain the same
  •  Freedom Food is a charity in its own right and a wholly-owned subsidiary of the RSPCA
  • About a third of all UK pig production, 50 per cent of egg laying hens and nearly 80 per cent of Scottish farmed salmon are farmed to RSPCA welfare standards
  • For a product to be RSPCA Assured labelled all aspects of an animal’s life must have been covered by the RSPCA’s welfare standards including on farm, in transport and at the abattoir.  RSPCA standards must also be met by the processor and packer
  • Traceability checks are carried out on RSPCA Assured products from supermarket shelf back to farm to check they truly qualify for the RSPCA Assured label
  • All RSPCA Assured members - including farms, processors, packers, hauliers and abattoirs - are subject to annual assessments by scheme assessors and monitoring visits are carried out by RSPCA farm livestock officers on a proportion of the membership annually
  • There are about 2,000 different Freedom Food labelled products - converting to RSPCA Assured labelling over the next 12 months - available across nearly all the UK’s supermarkets
  • Sainsbury’s is the largest retailer of Freedom Food/RSPCA Assured products in the UK
  • In 2013, McDonald’s UK switched to only using Freedom Food/RSPCA Assured pork and started using the logo in its restaurants.

If you are a journalist and would like more information, please contact:

Rebecca Lenik, media relations manager

01403 821752

Carole Stewart

07770 881578

RSPCA press office

0300 123 0244

Date: 27 Oct 2015