Demand better for broiler chickens

Over 90% of the 1 billion+ broiler chickens raised every year in the UK are bred to be quick-growing, causing debilitating health issues that often leave them unable to move at the end of their short lives. We believe that all chickens deserve better, and are urging retailers to listen to the 87% of consumers who expect them to improve chicken welfare.

Ask your supermarket to commit to the Better Chicken Commitment

Use your consumer power to help us raise awareness and tell supermarkets and the food service industry that you demand higher welfare chicken. Fill out this simple form to send a guide packed with practical advice and alternatives to fast-growing breeds directly to major retailers.

Why fast-growing chicken breeds are inhumane

An RSPCA trial showed quicker-growing chickens spent less time walking and standing, and more time feeding, sitting and growing, when compared to a commercially-viable slower-growing breed.

As a result of genetic selection, energy in fast-growing breeds is diverted into muscle growth. This deprives other parts of their bodies of energy and oxygen, increasing the risk of heart conditions.

Although many UK supermarkets have increased space for their chickens in recent years, it’s meaningless if they’re unable to move. M&S and Waitrose & Partners have both committed to meet the higher welfare requirements of the Better Chicken Commitment for all of their chickens by 2026. We’re now calling for other supermarkets and food service companies to follow their lead.

Make the message clear by choosing chicken with the RSPCA Assured label, which means it comes from a slow-growing breed, and sharing BCC guidance with your supermarket.

Email your supermarket now

This is no life for any animal. A slower-growing chicken will be able to build muscle and bones so they can move, explore and exhibit natural behaviours - essential for a better quality of life.

RSPCA Campaigns Manager,  Emily Harris

In 2022, M&S became the first UK retailer to switch all its fresh chicken meat to higher welfare – improving the lives of over 60 million chickens each year

The Better Chicken Commitment

Built from the findings of over 150 independent scientific studies published in academic journals, The Better Chicken Commitment is a set of six standards to improve broiler chicken welfare:

The use of slower growing breeds.
Indoor reared birds, without outdoor access, need to be given more room in order to have the chance to peck, scratch, dust, bathe and rest without being disturbed.
Indoor reared birds must have natural light provided, which means they won't spend their whole lives in dark, artificially lit conditions.
Chickens should have enrichment items – things that they can explore and peck at, as well as perches, so that they can roost.
The use of cages or multi-tier systems must be banned.
There should be more humane methods of slaughter than live shackling and water bath stunning.

In partnership with RSPCA Assured, we continue to provide retailers with scientific, technical assistance, advice and guidance to help meet the commitment.