Winning design chosen for new Tesco chicken label

The Chicken Out campaign, run by Hugh Fearnley-Whittingstall with Compassion in World Farming (CIWF), has selected the winner of its online competition to design a new Tesco standard chicken label.

The winning label, by Debbie Cripps from Lincolnshire, has been presented to Tesco by Mr Fearnley-Whittingstall and CIWF, in the hope that the supermarket giant will take an honest approach to poultry labelling.

Following the broadcast of Channel 4’s Chickens, Hugh and Tesco Too, the campaign ran the competition to propose a new label for Tesco’s standard intensively reared chicken.

A Chicken Out TV poll found Tesco to have the most misleading chicken labels out of five leading UK supermarkets, with 76% of almost 10,000 votes.

“Since Tesco won our most misleading label poll with over three quarters of all votes, we wanted to give the public a chance to propose what they think Tesco should put on the label,” said Eloise Shavelar, chicken campaign co-coordinator for CIWF.

“I designed the label to be visually clear and state facts, it gives information to the consumer so they can make an informed decision when buying their chicken, rather than the welfare issues being disguised by the packaging,” said Ms Cripps.

• Have your say: Is this the way forward for poultry labelling and is honest labelling something the industry should fear?