Waitrose has introduced the UK’s first ‘free range’ cream, expanding its commitment to higher animal welfare standards by offering free range options across its dairy range. This initiative includes single, double, whipping, and extra thick cream under the Waitrose Essentials and own brand labels. The move follows the retailer’s earlier pledge for all dairy cattle to spend at least 183 days a year grazing outdoors, aiming to enhance animal welfare and set a benchmark for others in the industry.
Waitrose, a leading UK supermarket chain renowned for its high standards in food production and animal welfare, has set a new benchmark by introducing ‘free range’ cream to its own label range. This innovative move, which encompasses single, double, whipping, and extra-thick cream, positions Waitrose as the first retailer in the UK to offer these products under a free range label.
Expansion of Free Range Dairy
Building on its previous success with free range milk, Waitrose has expanded its commitment to animal welfare by introducing free range cream. This initiative is part of a broader strategy to enhance the welfare of dairy cattle, with the company having pledged two years ago that all its dairy cattle would spend at least 183 days a year grazing outdoors. This approach contrasts with the practice of keeping a fifth of UK dairy herds in housed systems year-round, which Waitrose identifies as a critical area for improvement in animal welfare.
Statements from Waitrose Representatives
Rachel Aldridge, dairy buyer for Waitrose, expressed enthusiasm about the new product line, saying, “Having successfully launched free range milk a couple of years ago, we knew that we could challenge ourselves to expand the offering to free range cream. We’re proud to be the first supermarket to make it happen and hope others will follow suit.”
Jake Pickering, Waitrose senior agriculture manager, added, “We’re consistently challenging ourselves and pushing the boundaries of animal welfare across our ranges. By working with our dairy farmers and suppliers to introduce free range cream, we can provide customers with the best products along with continued higher animal welfare standards.”
Product Details and Availability
The free range cream range includes single, double, whipping, and extra-thick varieties, all bearing the Waitrose Essentials and Waitrose own brand labels. This range has been available in stores and online since August 26, 2024. The launch underscores Waitrose’s commitment to providing high-quality dairy products while supporting higher animal welfare standards.
Broader Impact
This initiative is expected to influence industry standards and practices, setting a precedent for other retailers to adopt similar measures. By leading the way in free range dairy products, Waitrose aims to promote more humane farming practices and offer consumers dairy products that align with their values on animal welfare.
Waitrose’s introduction of free range cream highlights its ongoing leadership in advancing animal welfare and setting high standards in the UK dairy market. This move not only expands the supermarket’s dairy offerings but also sets a new benchmark for industry practices, reflecting a growing consumer preference for ethically produced products.
