News 323 views update:Mar 22, 2010

New label for Tesco standard chicken

UK celebrity chef Hugh Fearnley-Whittingstall announces the winner of his Chicken Out competition to design a new label for Tesco standard chicken.

The campaign, which ran in conjunction with Compassion in World Farming, was held in response to the top chef's Chickens, Hugh and Tesco Too programme, as well as an online poll that revealed that 75% of respondents believed Tesco had the most misleading chicken labels.

And the winner is…

Debbie Cripps of Moulton, Lincolnshire, was announced the winner. She said that she wanted the label to be "visually clear and state facts rather than using packaging to disguise welfare issues".

"Clear and honest labelling will empower shoppers to make an informed choice," Fearnley-Whittingstall said.

Natalie Berkhout

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