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

In a trailblazing move, Waitrose 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

Waitrose’s new labelling scheme goes beyond just method of production to incorporate both physical and behavioural welfare indicators, offering a more complete picture of animal well-being in its supply chain.

The new scheme reinforces Waitrose's leading and long-standing dedication to animal welfare and transparency, by providing clear and accessible information to its customers enabling them to make informed decision.

More action needed on Honest Labelling

For years, we have championed Honest Labelling and worked with Waitrose on its Good Life project to integrate a comprehensive set of species-specific welfare indicators across its supply chain. These indicators, which ensure both physical and behavioural welfare of animals, have formed the foundation of its newly launched welfare labelling scheme.

While Waitrose has taken this bold step, we are calling on Defra 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 the 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 Defra to introduce mandatory method of production labelling, we commend Waitrose for its leadership in this area and for raising the bar for chicken welfare across all its own brand fresh, frozen, processed and ingredient chicken by the end of August, ahead of target.”

Read more about the Better Chicken Commitment.