RSPCA Assured has launched a refreshed brand identity, as it announces a new goal of assuring more than more than half of all UK farmed animals, reared to higher welfare standards, by 2050.
The high welfare assurance scheme said the refreshed branding, which features an ‘eye-catching new look label’ on meat, fish, eggs and dairy products, will make it even easier for consumers to understand and connect with RSPCA Assured, and help scheme members more clearly demonstrate their commitment to higher animal welfare.
The new-look label will start appearing on packaging over the coming weeks, with full rollout of the new label expected by October 2027.
RSPCA Assured’s new impact report reveals that around a quarter (26%) of farmed animals, including salmon, in the UK are currently covered by the scheme. More than 34 million terrestrial animals were covered by the scheme in 2024, as well as more than 30 million salmon.
There will be an estimated 8% increase in the number of animals on the scheme between 2024 and the end of 2025 (including salmon), mean more than 5 million more animals are being reared to higher welfare standards, RSPCA Assured said.
There will also be a 14% increase in the number of audit visits by the end of 2025, compared to 2024, equating to an extra 560 more visits.
The scheme has developed a plan for how it will bring 36% of UK farmed animals under the scheme by 2030 and wants to reach the 50% target by 2050.
RSPCA Assured executive director Toby Baker said: “Our fresh new look symbolises much more than a rebrand – it’s a statement of intent.
“We want to make higher welfare the norm, not the exception, and by 2050 we’re determined that more than half of the UK’s farmed animals will be living better lives under the RSPCA’s welfare standards.
“Together with farmers, businesses and shoppers, we can make that vision a reality.”
Demand rising
Recent research commissioned by RSPCA Assured found that 62% of UK shoppers said they’d spend more on British higher-welfare labelled products – such as free-range, organic and RSPCA Assured – rather than settle for cheaper alternatives.
Mr Baker added: “With more than 4,000 members – including farmers, hauliers, slaughterhouses, processors and packers – and 1,800 labelled products now available nationwide, RSPCA Assured has never been more visible or impactful.
“We’re incredibly proud of our progress so far, but we know there’s so much more to do. We have a fresh new look and feel, but the same mission to improve the lives of farmed animals. This is central to our values and at the root of everything we do.”
For the first time, RSPCA Assured will soon have competition in the pig sector for higher welfare assurance, after Red Tractor recently confirmed its intention to push ahead with enhanced welfare labelling.