One in three shoppers recognise RSPCA Assured label

One in three shoppers recognise RSPCA Assured label

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The RSPCA’s ethical food label RSPCA Assured - previously Freedom Food - has exceeded all expectations by achieving 33% general consumer recognition in its first year.

This is an increase of 120% from 15% when the label first launched in May 2015.

The figure increases to 41% awareness amongst RSPCA Assured’s target market, of young professionals and families, representing a 116% increase (from 19% in May 2015).

This news comes as RSPCA Assured also announces 120 new product lines since the label first hit supermarket shelves last year.

These include new lines in Aldi, Co-op, Iceland, Lidl, Ocado and Sainsbury’s, bringing the total number of RSPCA Assured products in retail to more than 1,000.

The amount of food carrying the Freedom Food/RSPCA Assured label increased about

"Farm animal welfare is really important to us and our customers which is why we have increased our RSPCA Assured range and now offer 70 products.

"The logo clearly stands out on shelf, making it easy for people to look for high welfare products.”

Mary Dunn, Communications Director, Aldi UK

16% between 2014 and 2015 and is forecasted to increase a further 23% by the end of 2016, compared to 2015.

RSPCA Assured estimates that the amount of labelled food could increase by as much as 200% by 2020 due to an increase in consumer demand.

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 during the same period.

Clive Brazier, acting chief executive of RSPCA Assured, puts the success of the new label down to its simplicity.

“We are always hearing in the media about how confused shoppers are by all the different food logos and what they mean. 

"So we decided to launch a new label that is what it says it is - RSPCA Assured means 

good farm animal welfare.  It’s that simple.

“I think the result of our polling is testament to the fact we’ve got our proposition right.

"We’re confident awareness will continue to grow and RSPCA Assured will firmly establish itself as the only label to choose, if you care about farm animal welfare.”

The increase in recognition of the new label follows a year long campaign to boost awareness which included seasonal bursts of TV, online, and Facebook advertising.

Further advertising is planned this year and in 2017.

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: 14 Jul 2016