The Royal Society for the Prevention of Cruelty to Animals (RSPCA) is to launch a campaign aimed at better explaining the printed labels on its Freedom Food products.
A new study carried out by the Institute of Grocery Distribution showed that while 48 per cent of British shoppers said animal welfare is very important to them while buying food, many are unsure what different labels actually mean.
The blue and white Freedom Food logo is the only one backed by the RSPCA and means that the products it is attached to "come from ¬animals whose lives have been independently ¬inspected at every stage, not just on the farm", explained Leigh Grant, part of the Freedom Food initiative.
A new ad campaign goes live on October 10th 2011 and will focus on chicken to assure consumers they can easily find ethically-raised chicken products by looking at their packaging.
Earlier this month, Asda changed the printed labels on one of its steak products after the English National Farmers' Union pointed out they were misleading people into thinking the meat was British.
Denny Bros Ltd, 12 October 2011
