British supermarket Waitrose has confirmed that all its fresh chicken now adheres to the science-based standards set by the Better Chicken Commitment (BCC).
By the end of August 2025, all its own-brand fresh, frozen and ingredient chicken products, including those in ready meals and sandwiches, will also comply with the BCC’s standards, ahead of a 2026 deadline.
Go deeper with GlobalData
The BCC’s welfare standards ensure that chickens are raised with consideration for their physical and mental well-being to encourage natural behaviours, and requires the use of slower-growing breeds.
Waitrose, which is owned by John Lewis Partnership, has also introduced a welfare labelling scheme designed to provide customers with clear insights into the production methods and living conditions of the chickens they purchase.
With this initiative in place, Waitrose is advocating for government-mandated welfare labels across the industry to assist consumers in making informed decisions regardless of where they shop.
The labelling programme will initially be applied to all UK-sourced fresh chicken products at Waitrose, enhancing customer confidence in their food purchases through greater transparency.
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalDataThe move is hailed by the Royal Society for the Prevention of Cruelty to Animals (RSPCA), an animal welfare charity operating in England and Wales.
RSPCA campaigns and public affairs head David Bowles stated: “The RSPCA has long-been campaigning for the UK government to introduce mandatory method of production labelling on all animal products to give consumers the transparency they deserve on how that animal has been cared for.
“So we welcome this trailblazing move by Waitrose as the retailer is set to introduce its own labelling scheme.”
The retailer has developed a labelling system that categorises chicken products into five distinct levels. The lowest two levels are not found in any Waitrose-branded chicken products.
This tier-based labelling approach is a first for UK supermarkets and includes clear classifications such as standard indoor, indoor with more space, BCC-compliant, free-range and organic, empowering customers to make choices that align with their personal values and preferences.
The move not only enhances consumer awareness but also contributes to advancing higher standards of animal welfare and promoting a more sustainable UK food industry.
Waitrose chief commercial officer Charlotte Di Cello stated: “We believe in a food system where animal welfare is paramount, producing the best quality, delicious food, ethically and sustainably.
“Whether roasting a whole chicken, or popping a ready meal in, we know shoppers really care about welfare, with nearly 70% stating its importance in product labelling, so we hope they will welcome our raising the bar again with the BCC across our entire chicken range, together with the introduction of our new labelling.”
A 2023 survey by the RSPCA highlighted significant consumer demand for transparency and ethical sourcing in the food industry.
A majority of respondents expressed a preference for clearer labelling on animal welfare standards, which could influence their purchasing decisions towards higher welfare products.
In March 2025, Waitrose introduced a £500,000 fund to help its network of farmers in the UK reach net zero greenhouse gas emissions.
