The growing pressure on UK supermarkets has prompted Iceland to set a new commitment for a cage-free egg supply by 2027, reflecting a significant shift in the industry’s approach to animal welfare.
Changing Timelines for Improved Welfare
Originally, Iceland pledged to transition to cage-free eggs by 2025; however, the company faced hurdles earlier this year due to supply chain constraints and a continuing cost-of-living crisis. This prompted a revision of their timeline, with confirmation that they will now aim to achieve a fully cage-free egg supply by June 2027. This new plan builds upon their successful RSPCA Assured barn egg pilot, which has been rolled out in 35 of their stores.
Balancing Welfare with Economic Pressures
Stuart Lundrum, director of product, process, and sustainability at Iceland Foods, highlighted the challenge of merging animal welfare with economic realities. “Our commitment has always been to balance improved animal welfare with the urgent need to assist families amid the cost-of-living crisis,” he stated. To this end, Iceland has maintained its offerings of free-range eggs and has recently introduced barn eggs as a more affordable option.
Following months of collaboration with suppliers, Lundrum expressed optimism about investing in the increased capacity for British barn egg production to facilitate their transition to completely cage-free eggs.
A Promising Step Towards Higher Welfare
A significant component of Iceland’s strategy includes the rollout of an affordable barn egg option to all stores by January 2026. This initiative comes at a time when sales of caged eggs at Iceland have fallen nearly 15% in the last year, partly due to increasing public pressure for better animal welfare standards.
Animal welfare organizations have responded positively to Iceland’s new timeline but expressed disappointment about the extended schedule. The RSPCA Assured noted that while many competitors have fully transitioned to cage-free eggs or maintain commitments to do so this year, Iceland may find itself increasingly isolated in the market.
Progress in the UK Egg Industry
A recent report from Compassion in World Farming revealed that the UK egg sector has made substantial progress, with 82% now classified as cage-free. Major retailers such as Tesco, Lidl, and Aldi are advancing in their commitments, while Sainsbury’s, Co-op, and Waitrose have achieved 100% cage-free standards for both shell eggs and egg products for several years.
According to figures from Kantar released in May, the proportion of cage-free shell eggs sold in UK retail has surged to 87%, up from 78.5% at the beginning of the year.
A Call for Ethical Responsibility
In light of these developments, Philip Lymbery, CEO of Compassion in World Farming, criticized Iceland’s approach as “shameful,” asserting that the company is prioritizing profits at the expense of ethical considerations. “Everyone deserves access to higher welfare food, regardless of their income,” Lymbery emphasized, calling for a more responsible and humane approach to food sourcing.
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