RSPCA Assured brand refresh drives ambition for 50% of farmed animals to be reared to higher welfare by 2050
Thursday, 23 Oct 2025
RSPCA Assured – the UK’s leading farmed animal welfare assurance scheme – has launched a refreshed brand identity, marking the next stage of its mission to transform the lives of millions more farmed animals.
This comes as it also revealed a landmark goal: by 2050, more than half of all UK farmed animals will be reared to higher welfare standards.
The refreshed branding features an eye-catching new look label on meat, fish, eggs and dairy products.
This will make it even easier for consumers to understand and connect with RSPCA Assured, and help scheme members more clearly demonstrate their commitment to higher animal welfare.
The new-look label will start appearing on packaging over the coming weeks, with full rollout of the new label expected by October 2027.
“Our fresh new look symbolises much more than a rebrand – it’s a statement of intent.We want to make higher welfare the norm, not the exception, and by 2050 we’re determined that more than half of the UK’s farmed animals will be living better lives under the RSPCA’s welfare standards. ”
RSPCA Assured executive director, Toby Baker
"Together with farmers, businesses and shoppers, we can make that vision a reality."
RSPCA Assured’s new impact report – published today – reveals that around a quarter (26%) of farmed animals, including salmon, in the UK are currently covered by the scheme. This means millions of animals already benefit from more space, comfortable bedding and enrichment – and experience overall improved lives. And RSPCA Assured has developed a plan for how it will bring 36% of UK farmed animals under the scheme by 2030.
The impact report also reveals:
- More than 34 million terrestrial animals lived better lives thanks to the RSPCA Assured scheme in 2024, as well as more than 30 million salmon
- An estimated 8% increase in the number of animals on the scheme between 2024 and the end of 2025 (including salmon), which will mean more than five million more animals are being reared to higher welfare standards
- An increase of 14% in the number of visits to members to check standards are being met – that’s 560 more visits carried out by the end of 2025, compared to 2024.
Meanwhile, demand for higher-welfare food continues to rise.
Recent research commissioned by RSPCA Assured found that 62% of UK shoppers said they’d spend more on British higher-welfare labelled products – such as free-range, organic and RSPCA Assured – rather than settle for cheaper alternatives*.
Toby says: “With more than 4,000 members - including farmers, hauliers, slaughterhouses, processors and packers - and 1,800 labelled products now available nationwide, RSPCA Assured has never been more visible or impactful.
“We’re incredibly proud of our progress so far, but we know there’s so much more to do. We have a fresh new look and feel, but the same mission to improve the lives of farmed animals. This is central to our values and at the root of everything we do.
“RSPCA Assured’s brand refresh is the next chapter of our journey, and with the support of farmers, businesses and shoppers, we’ll continue to grow until higher welfare becomes the standard for all farmed animals.”
Thursday 23 Oct 2025