We are delighted to announce that as from this week all fresh chicken at Waitrose will meet the higher welfare requirements of the Better Chicken Commitment (BCC).

In a trailblazing move, the UK supermarket has also simultaneously launched its pioneering animal welfare labelling scheme, making it easier for shoppers to identify its higher welfare products.

Leading the way

Waitrose was one of the first supermarkets to sign up to the BCC in 2019 and is already surpassing the 2026 target.

The BCC is a science-based framework designed to improve the lives of millions of broiler chickens, every year. It sets clear, measurable criteria which include:

• Breed change – recognising the benefits of slower-growing chickens
• Providing the chickens with more space – reducing overcrowding
• Enrichment and natural light – encouraging natural behaviours
• More humane stunning methods – ensuring a better end-of-life 
• Complying with third-party animal welfare certification and annual reporting – ensuring transparency in animal welfare practices

Waitrose is now 100% BCC-compliant on all its fresh chicken, and by the end of August 2025, all Waitrose own-brand fresh, frozen, and ingredient chicken – including ready meals and sandwiches – will meet the BCC requirements.

Empowering consumers

For years, we’ve worked with Waitrose on its species-specific welfare indicators. These go beyond the basic, ensuring both physical and behavioural welfare of animals - and have formed the foundation of this new labelling scheme. 

With this move, Waitrose shows businesses across the globe what is possible: ensuring transparency, and empowering customers to make an informed decision about the food they buy.

Honest labelling

While Waitrose has taken this bold step, we are calling on legislators in the UK and across the world to progress work on mandatory method of production labelling. Without widespread transparency, welfare standards may be neglected, and customers who are eager to support higher welfare could be misled.

Dr Tracey Jones, our director of Food Business concludes:
“It's fantastic to see Waitrose’s new welfare label hitting UK shelves, offering a more complete picture of animal well-being in its supply chain.

 "This initiative is truly inspiring and, if adopted more widely, would eliminate the confusion caused by varying standards and labels among retailers.

“While we call on legislators to introduce mandatory method of production labelling, we commend Waitrose for its leadership in this area and for raising the bar for chicken welfare.”