Freedom Food, the UK’s Royal Society for the Prevention of Cruelty to Animals’ farm assurance and food labeling scheme, has launched an online animation called Hettie the Hen.

The cartoon, which can be viewed on the Freedom Food website, is designed to persuade consumers to select eggs from hens that have not been reared in cages. The RSPCA says that the number of consumers in the UK claiming to have bought a higher welfare product over the last four years has doubled. Almost half have said that animal welfare is very important to them when choosing what food to buy. 

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Freedom Food has also launched a new online advertising campaign to clarify what its label means and tackle consumer concerns about the way that animals are farmed. The advertisement focuses on chicken and is running across news, lifestyle, food and women's websites.