Waitrose has announced a commitment to supply 100 per cent British, free-range fresh Christmas turkeys, marking a major move for animal welfare standards at the supermarket.

This builds on a long-standing partnership with Traditional Norfolk Poultry (TNP), which has a dedicated acreage made exclusively for Waitrose birds to move around freely.

Waitrose is launching two products as part of its premium No.1 range, which includes an exclusive rare heritage breed.

The supermarket retailer is stocking a British Free Range Bourbon Red Heritage Breed Turkey for a price of £110 for 5kg and the British Free Range Traditionally Prepared Bronze Turkey priced at £120 for 5kg.

Jake Pickering, head of agriculture at Waitrose said: “To be the first UK supermarket to guarantee that every single fresh Christmas turkey is 100 per cent British and free-range is a proud moment for us and sets a bold new welfare benchmark for the industry.

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“Animal welfare is at the very core of how we source, and by rearing our turkeys to the highest free-range standards with dedicated woodland and pasture to thrive in, we’re supporting local farmers while guaranteeing exceptional welfare and flavour.”

The move aims to respond to the shopper demand for sustainability, ethical farming, and high welfare practices.

This builds on the company’s ongoing efforts towards high animal welfare standards with a wide own-brand free-range selection, including eggs, milk, and cream.

Waitrose has introduced upgraded packaging that features ‘Free Range’ alongside animal welfare tiering to provide transparency for shoppers.

The supermarket retailer also anticipates high demand, with searches for ‘Christmas turkey’ surging by 1351 per cent in the last month on Waitrose.

The retailer’s fresh Christmas range is now available to pre-order online and in store from 19 December.