The RSPCA is launching a new section on its website called the Conscientious Consumer, to allow customers to make an informed choice about where they shop and what they buy.

The RSPCA states it seeks to unravel the confusing messages around ambiguous food labelling to give consumers a better idea of how animal welfare-friendly some products actually are.

The charity says the site aims to increase pressure on supermarkets to review their policies with regards to animal welfare.

Celebrity chef Rick Stein, who is endorsing the site, said: “The best foods come from producers who really look after their animals. Asking supermarkets to source their products from less intensive, more welfare-friendly farms will not only give you much tastier eggs, meat and milk - it will prevent cruelty, and give millions of animals a better life.”