The RSPCA Assured brand refresh drives ambition for 50% of farmed animals to be reared to higher welfare by 2050. The refreshed branding features an ‘eye-catching’ new look label on meat, fish, eggs and dairy products. The new-look label will start appearing on packaging over the coming weeks, with full rollout of the new label expected by October 2027.
Toby Baker, RSPCA Assured executive director, said: “Our fresh new look symbolises much more than a rebrand – it’s a statement of intent. We want to make higher welfare the norm, not the exception, and by 2050 we’re determined that more than half of the UK’s farmed animals will be living better lives under the RSPCA’s welfare standards. Together with farmers, businesses and shoppers, we can make that vision a reality.”
RSPCA Assured’s new impact report reveals that around a quarter (26%) of farmed animals, including salmon, in the UK are currently covered by the scheme. The report also found:
- More than 34 million terrestrial animals lived better lives thanks to the RSPCA Assured scheme in 2024, as well as more than 30 million salmon.
- An estimated 8% increase in the number of animals on the scheme between 2024 and the end of 2025 (including salmon), which will mean more than five million more animals are being reared to higher welfare standards.
- An increase of 14% in the number of visits to members to check standards are being met – that’s 560 more visits carried out by the end of 2025, compared to 2024.
Baker added: “We’re incredibly proud of our progress so far, but we know there’s so much more to do. We have a fresh new look and feel, but the same mission to improve the lives of farmed animals. This is central to our values and at the root of everything we do.”