New Replacement for 'Freedom Food' Label

UK - The new RSPCA Assured label will replace 'Freedom Food' from next month, giving members greater value, according to the Society.
calendar icon 20 April 2015
clock icon 3 minute read

The new RSPCA Assured certification mark [pictured above] will be available from 7 May 2015 but it will not become compulsory for another year, allowing members time to use up existing packaging.

The new label - which will replace the Freedom Food logo on products and menus - can be downloaded from midday on 7 May at

It can also be posted or emailed to members on request.

The new mark is subject to the same regulations as the Freedom Food label. Therefore, for a product to be RSPCA Assured, it must have been covered by the scheme from birth to slaughter (where appropriate) including at the farm, haulier, processor, packer and abattoir.

Benefits of the RSPCA Assured logo include:

  • The RSPCA has 96 per cent prompted awareness - compared to 24 per cent for Freedom Food - and is by far the most recognised animal welfare charity in the UK
  • Greater awareness and recognition of RSPCA Assured will encourage more people to choose these products, which means a greater demand for farmers to be farming to RSPCA welfare standards
  • RSPCA Assured is the mark people tell us they want, recognise, understand and trust
  • Animal welfare is the second biggest factor influencing consumer choice when buying food (Mintel, Consumer Trust in Food, June 2013)
  • RSPCA Assured allows members to take advantage of the growing market for ethical food.

Jeremy Cooper, Freedom Food chief executive, said: “The launch of RSPCA Assured is a major step forward in our mission to improve the welfare of farmed animals. And not only that, it also has more value for our members.

“Greater recognition of the new label means more people will choose RSPCA Assured products. The more people that choose them, the more supermarkets will stock them and more farm animals will have a better life farmed to RSPCA standards.”

Use of the logo is subject to licence fee, scheme membership and full traceability.

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