Sales of Freedom Food pork have soared as shoppers look for more ethically sourced meat.

Volume sales of pork products including pre-packed fresh pork, sausages, bacon and cooked ham have risen 80% to 7,224kg [Kantar 52w/e 16 May].

The upsurge in demand was helping to improve pig welfare, according to Freedom Food chief executive Leigh Grant. "It goes to show the power that shoppers have to make real changes to animals' lives through what they choose to buy," he said.

Freedom Food now accounts for about 21% of all UK pig production.

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