rspca assured label

Consumer recognition of the RSPCA Assured animal welfare label has jumped by 120% since the scheme was rebranded last year.

Some 33% of shoppers recognise the food label, according to a poll of 2,000 consumers, compared with just 15% under its previous guise of Freedom Food, with the figure rising to 41% awareness among its target market of young professionals and families.

Growth in awareness significantly outstripped that of rival schemes Red Tractor and the Soil Association, said RSPCA Assured marketing manager Liam Kurzeja.

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