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RSPCA Assurance achieves 33% recognition in first year

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Ethical food label RSPCA Assured - previously Freedom Food - achieved 33 per cent consumer recognition in its first year; an increase of 120 per cent from 15 per cent when it launched in May 2015.

 

The figure increases to 41 per cent amongst its target market of young professionals and families; a 116 per cent increase from 19 per cent last May.

 

Since its launch, 120 new product lines have brought the number of labelled products over 1,000. These include lines in Aldi, the Co-op, Iceland, Lidl, Ocado and Sainsbury’s.

 

The amount of food carrying the label increased about 16 per cent between 2014 and 2015 and is forecasted to increase a further 23 per cent by the end of 2016.

 

Proud

RSPCA Assured estimates this could increase by 200 per cent by 2020 due to consumer demand, affecting 100 million more farm animals and millions more salmon and trout.

 

Mary Dunn, communications director at Aldi UK, says: “We’re proud to be the second largest retailer of RSPCA Assured products in the UK.

 

"Our entire range of Specially Selected fresh British pork products and free range chicken are RSPCA Assured. The RSPCA Assured logo is clear and recognisable to our customers, helping them to make informed choices.”

 

Liam Kurzeja, marketing manager for RSPCA Assured, said: “We’re always hearing in the media about how confused shoppers are by all the different food logos and what they mean.

 

Simple

"So we decided to launch a new label that is what it says it is. RSPCA Assured means good farm animal welfare. It’s that simple.

 

“The result of our polling is testament to the fact we’ve got our proposition right. We’re confident awareness will continue to grow.”

 

Atomik Research carried out the survey of 2,000 adults this June. The survey follows a campaign to boost awareness which included TV, online and Facebook advertising. Further advertising is planned this year and in 2017.

 

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