Waitrose has introduced a new ‘better chicken welfare’ standard, in a move described as ‘trailblazing’ by the RSPCA.

This week, the supermarket will become the first in the UK to surpass the Better Chicken Commitment (BCC) across all ranges, as it launches a new welfare labelling scheme across all fresh chicken.

By the end of August, the upmarket grocer said all its own brand chicken – encompassing fresh, frozen, and ingredient chicken, including in ready meals and sandwiches – will meet BCC’s higher welfare standards, ahead of the BCC deadline of 2026.

Supporting this shift, the supermarket is launching a transparent welfare labelling scheme, in a bid to help shoppers make informed choices and understand the specific methods of production and quality of life behind their chicken.

The system rates chicken products in five distinct tiers, with the lower two tiers absent from all Waitrose own-brand chicken. It differentiates between various farming methods, such as standard indoor, more space indoor, BCC-compliant, free range, and organic.

Alongside the new scheme, Waitrose has also called upon the Government to introduce mandatory, industry-wide welfare labelling, claiming it will help guide shoppers’ choices wherever they choose to shop.

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“We believe in a food system where animal welfare is paramount, producing the best quality, delicious food, ethically and sustainably,” said Charlotte Di Cello, Chief Commercial Officer at Waitrose.

“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.

“The move demonstrates our determination to lead the industry towards higher standards. We are proud to work hand in hand with our brilliant British farmers and our customers to drive positive change, champion better transparency, and create a more compassionate and sustainable future for all.”

RSPCA head of campaigns & public affairs David Bowles added: “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 new initiative builds upon Waitrose’ previous improvements to animal welfare. In February, it pledged to end suffocation practices for farmed prawns, replacing the method with electrical stunning across its entire supply chain by the end of next year.