Compassion in World Farming has criticised Aldi for potentially misleading consumers with its new “deceptive and confusing” fresh chicken labelling.
The campaign group has drawn attention to the similarities between the labels on Marks & Spencer’s higher welfare products that are Better Chicken Commitment compliant and those on Aldi’s new range.
This, CIWF feared, would “trick consumers into thinking they are buying higher welfare when they are not”.
The group said that ’higher welfare’ for indoor-reared chickens is defined under the criteria of the BCC, which Aldi’s broiler chicken welfare policies do not meet.
Aldi has not signed up to the BCC and does not use slower-growing breeds.
Aldi recently decreased its stocking density to 30kg/m2, which means chickens have 20% more space than the industry standard.
The supermarket said it had robust evidence to show that transitioning flocks to higher standard had delivered multiple improvments and given each animal more space to engage in natural behaviours. It added that the birds continue to have increased access to environmental enrichment such as straw bales, perches, pecking ojects and natural light
M&S is the only major UK supermarket whose fresh chicken products all meet the criteria and therefore can legitimately be termed ’higher welfare’, which is why the group has said it is “disappointing” that Aldi’s packaging so clearly resembles M&S’s.
’Higher welfare’ is not a trademarked term.
“Aldi’s new fresh chicken label falls short of ‘higher welfare’, with consumers fooled into thinking it matches that of Better Chicken Commitment compliant products in M&S,” said Dr Tracey Jones, global director of food business at CIWF. “Providing broiler chickens with more space and enrichments is only part of the solution to ensuring better welfare.
“Key criteria from the Better Chicken Commitment, such as switching to healthier, slower-growing breeds, urgently need to be met,” she added. “This ‘higher welfare’ claim is misleading – Aldi needs to be more transparent and honest.”
“Animal welfare is of paramount importance to us and we are in active discussions with Compassion in World Farming,” said an Aldi spokesperson. ”All Aldi fresh chicken has 20% more space than the industry standard, which is why we have made changes to our packaging.”
The welfare conditions for indoor-reared chicken, which accounts for the vast majority of chicken meat sold, are often unclear and not well understood by most shoppers, said the company, which is why they must be given the facts about what they are purchasing in a ”transparent” manner.
CIWF has called on the supermarkets to sign up to the BCC and join M&S and Waitrose in making the pledge.
M&S declined to comment.
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