The RSPCA’s new ethical food label RSPCA Assured – previously Freedom Food – has exceeded all expectations by achieving 26% consumer recognition in its first four months.


The poll – carried out by Atomik Research – also revealed that 76% of people who are aware of the logo are likely or very likely to buy products labelled RSPCA Assured.

This news comes as RSPCA Assured also announces 29 new product lines have been launched since the label first hit supermarket shelves in May.

Whilst it is too soon to report on sales of products, early indications are positive.

Sue Lockhart, Head of Agriculture at Sainsbury’s, says: “Good standards of animal welfare are important to us, they are also something our customers look for in the products they buy. The new logo stands out which helps them make a clear and informed choice.”

And RSPCA Assured estimates the amount of labelled food could increase by as much as 200% in the next five years due to an increase in consumer demand. It also predicts the new label could help improve the lives of a further 100 million farm animals, plus many millions of farmed salmon and trout over the same period.

The increase in awareness of the new label follows a campaign throughout September which included a TV advert – featuring the voice of actor John Hurt – online and Facebook advertising and RSPCA Assured recipes on the UK’s top food website –

Liam Kurzeja, marketing manager for RSPCA Assured, puts the campaign’s success in raising awareness of the new label down to the simple approach.

“It’s not rocket science. We looked at what shoppers want – clear simple messaging. So we launched a label that is what it says it is – RSPCA Assured means good farm animal welfare. It’s that simple.

“We used the same straightforward approach in our advertising. No fancy gimmicks or complicated graphics but simple, clear, honest messaging.”

The RSPCA Assured label will continue replacing the Freedom Food logo on products until 7 May 2016.

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