Waitrose has become the first UK supermarket to meet the Better Chicken Commitment (BCC) across its entire own-brand chicken range, including fresh, frozen, and ingredient chicken used in ready meals and sandwiches. The retailer announced that by the end of August 2025, 100% of its own-label chicken products will comply with BCC’s higher welfare standards, surpassing the commitment deadline set for 2026. This milestone places Waitrose at the forefront of the UK grocery sector in championing improved animal welfare.

The Better Chicken Commitment is an initiative aimed at improving the living conditions of broiler chickens through higher welfare standards, such as slower-growing breeds, better housing, and enhanced environmental enrichment. Waitrose’s achievement signals a significant shift toward more humane poultry farming, responding to growing consumer demand for transparency and ethical sourcing.

In addition to meeting BCC standards, Waitrose has introduced a pioneering welfare labelling scheme across its own-brand chicken products. This labelling provides clear, transparent information about how the chickens are raised, empowering customers to make more informed choices when shopping. The retailer has also urged the government to introduce mandatory welfare labelling for chicken products industry-wide, which could further raise standards and consumer awareness across the market.

Industry voices, such as Compassion in World Farming, have praised Waitrose’s leadership in implementing the BCC fully, highlighting the retailer's role as an example for other supermarkets and food producers. However, reports from earlier in 2025 revealed that many companies in Europe, including some in the UK, are still lagging in meeting these welfare commitments, indicating a mixed level of progress across the sector.

Waitrose’s commitment may well set a new benchmark, potentially accelerating wider adoption of enhanced animal welfare measures in the poultry supply chain. By linking welfare improvements with transparent consumer information, the retailer is addressing both ethical and market expectations in the evolving landscape of food retail.