Animal welfare campaigner Compassion in World Farming is asking consumers to vote on the most misleading chicken label in UK supermarkets.

CIWF has joined Hugh Fearnley-Whittingstall and the Chicken Out! campaign to launch a new initiative to ensure honest labelling.

Its launch coincides with Mr Fearnley-Whittingstall’s “Chickens, Hugh and Tesco, too” programme on Channel 4. CIWF believes its “Label Watch” competition will give consumers the possibility to vote the worst chicken label among a selection from UK food retailers.

Lesley Lambert, director of research and food policy, said: “Since 2004, eggs boxes must be labelled with the production method. This has lead to a move away from caged eggs. This scheme should be extended to chicken meat.”