Meat chicken laying on the ground © RSPCA

Eat. Sit. Suffer. Repeat.

Our polling found that a whopping 69% of UK adults think that supermarkets should improve meat chicken welfare as part of their sustainability goals.*

Supermarkets are falling behind

Over 200 food companies have signed up to the Better Chicken Commitment across Europe. In the UK this includes fast food restaurants like Burger King, KFC and Nando's, yet the supermarkets are lagging behind with only M&S and Waitrose fully committed.

In a landmark move, M&S will switch all their fresh chicken to RSPCA Assured, meeting the commitment next year, four years ahead of time.

Tweet the supermarkets now and ask them to fully commit, just as M&S have.

Tweet the supermarkets

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Support from Chris Packham

Want to do more? Please sign our petition, backed by Chris Packham, and ask the supermarkets to stop selling suffering.

Sign our petition

The Better Chicken Commitment 

The Better Chicken Commitment has encouraged big players to sign up and improve chicken welfare across the UK and Europe.

But, there are still a number of businesses that aren't convinced that intensively reared meat chickens suffer from growing fast.

The sad truth about meat chickens today

We commissioned a trial looking at fast-growing breeds compared to a slower-growing, higher welfare breed of chicken.

The results are conclusive - genetics of these fast-growing chickens fail to safeguard welfare to such an extent that many birds could be considered as having a life not worth living.

Watch our chicken trial documentary


Read the full chicken trial report (PDF 1.7MB)

Cost over care, what our chicken report shows


Mortality (including culls), lameness and hock burn were all significantly higher for the fast-growing breeds.

Wooden breast and white striping

The fast-growing chickens suffered significantly higher incidents of wooden breast and white striping.

These are diseases of the breast muscle which can cause pain, as some of the muscle fibres die while the chicken continues to grow.


The fast-growing breeds spent significantly more time sitting and eating, particularly towards the end of their life while the slower-growing breed remained active.

Unable to live like a chicken

The fast-growing breeds spent notably less time perching and had trouble doing so, despite trying to. This is likely because of their size.

Why chicken production needs to change

Slower growing over fast-growing

We found significant inefficiencies in standard meat chicken production. It's clear that fast-growing breeds suffer from poor health and welfare due to their genetics.

Legislation is needed to safeguard the welfare of chickens must be implemented.

Cheap chicken

If issues such as mortality, lameness and downgraded carcasses due to poor meat quality (wooden breast and white striping) were taken into account, it would have a considerable impact on the cost of cheap chicken.

The price of chicken is kept artificially low because these issues not being addressed adequately.

Environmental impact

As well as being ethically questionable, the wastefulness of the industry brings into question just how environmentally sustainable standard production is.

Slower-growing higher welfare breeds should replace fast-growing breeds.

Read the full chicken trial report (PDF 1.7MB)

Chickens should be able to behave like chickens

Chickens aren't inanimate objects, they're sentient beings. It's far more important to ensure the way they're raised is to the highest standard as possible.

Big name brands who have already signed

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*Savanta ComRes interviewed 2,129 UK adults aged 18+ online from 5th to 7th March 2021. Data were weighted to be representative of the UK adult population by age, gender, region, and socio-economic characteristics such as social grade.