In 2019, KFC UK signed the “Better Chicken Commitment”—an international initiative introducing higher animal welfare standards and slower-growing breeds of chicken. However, in 2024, KFC effectively withdrew from this commitment. According to its official announcement, the proportion of higher-welfare chickens in the UK market stood at only 0.7%, revealing that reaching their target had become unfeasible.
“Why is even a major company struggling this much?” Behind the scenes lies the structural issue of a massive industry in the UK, where as many as 1.1 billion chickens are raised and slaughtered annually. On the ground, about 27% of fast-growing chickens suffer from footpad dermatitis or muscle disorders, drawing fierce criticism from animal welfare groups who call this the “biggest animal welfare crisis.”
“With over 380 other companies still upholding the same commitment, why was KFC the only one forced to withdraw?”—the true reasons behind the withdrawal, the barriers in the supply chain, and the ripple effects on consumers and the wider industry. Have you ever thought about these issues at the moment you choose chicken?
By reading to the end, you’ll gain a more three-dimensional understanding of the background behind KFC’s decision and the future of the UK chicken industry.
- KFC Withdraws Its Pledge to Use Higher-Welfare, Slower-Growing Chicken in the UK: Facts and Industry Background
- Definition of “FrankenChicken” and The Reality of Animal Welfare Issues
- Supply Challenges and Market Structure of the UK Poultry Industry
- KFC’s Progress and the “Less Than 1%” Stagnation
- Backlash from Animal Welfare Groups and Consumers: Protests and Social Pressure
- Comparison with Other Companies: KFC’s Position Amid Over 380 BCC Signatories
- KFC’s “Ongoing Commitment” Claims and Issues of Credibility
- Animal Welfare Issues from Legal and Regulatory Perspectives
- The Industry’s “Operational Excuses” and the Need for Structural Reform
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KFC Withdraws Its Pledge to Use Higher-Welfare, Slower-Growing Chicken in the UK: Facts and Industry Background
What is the Better Chicken Commitment?
The Better Chicken Commitment (BCC) is a framework aimed at improving animal welfare, expanding mainly across Europe. In 2019, KFC signed this commitment and announced it would gradually switch to sourcing chicken bred to higher welfare standards—specifically, “slower-growing” broilers—in the UK. The framework requires the following standards:
| Item | Conventional Breeds | BCC-Compliant Breeds |
|---|---|---|
| Growth Rate | Fast | Slow |
| Stocking Density | High | Low |
| Animal Welfare | Tends to be lower | Strict standards |
| Health Risks | Increased | Reduced |
| Market Supply | Stable | Limited |
This movement was propelled by growing interest from consumers and animal welfare groups, as well as changes in international supply chains. Especially in the UK market, calls for more ethical food choices have intensified year after year.
Timeline of KFC’s Withdrawal Announcement and Official Statement
In November 2024, KFC officially announced it would abandon its efforts to fulfill the Better Chicken Commitment in the UK. The Chief Supply Chain Officer for KFC Pan-Europe cited “the current domestic supply system’s inability to meet demand” as the main reason. Specifically, there was a significant shortage of slower-growing chickens across the entire industry, making it difficult for the chain to consistently offer chicken meeting the higher welfare standards.
While the official statement said, “KFC will continue to work toward industry-wide improvement,” it also acknowledged that full implementation is currently impossible. In response, animal welfare groups have strongly criticized the continued use of conventional breeds—often referred to as “FrankenChickens.” UK consumers have also expressed concern that the transition to higher welfare standards is being delayed, and KFC’s actions are having a major impact on industry trends as a whole.
In the UK, past disruptions in chicken supply (e.g., “Why did KFC run out of chicken in the UK?”) have already made headlines, and this latest withdrawal highlights underlying structural challenges in the industry. All eyes are now on what comes next.
Definition of “FrankenChicken” and The Reality of Animal Welfare Issues
“FrankenChicken” refers to fast-growing broiler chickens that have been selectively bred to produce more meat more quickly. Because these chickens gain weight rapidly over a short period, their health risks are higher compared to natural growth. From an animal welfare perspective, the rearing environments and health issues of these chickens are a major concern. In many countries, including the UK, consumers and experts are paying increasing attention to this issue, with louder calls for higher animal welfare standards. With KFC’s withdrawal from its pledge to use higher-welfare, slower-growing chickens, there is growing interest in the industry’s production system and ethical standards as a whole.
Health Risks of Fast-Growing Chickens: Scientific Evidence and Numerical Data
Fast-growing broilers gain weight rapidly within a short period, but various health problems have been reported. Specific risks include footpad dermatitis and muscle disorders. For example, according to a study in the UK, about 27% of fast-growing chickens raised under standard conditions develop severe footpad dermatitis. Furthermore, the rapid weight gain increases the risk of mobility issues and bone fractures, and there have been cases where chickens are unable to stand up on their own.
The table below provides a comparative example of the incidence rates of health problems in fast-growing versus slow-growing chickens.
| Chicken Type | Footpad Dermatitis Rate | Mobility Disorder Rate | Average Rearing Days |
|---|---|---|---|
| Fast-Growing | 27% | 15% | 35 days |
| Slow-Growing | 8% | 4% | 56 days |
These data clearly show that the faster the growth rate, the more pronounced the animal welfare risks become.
Pain and Disease Mechanisms Caused by Overcrowded Rearing
Overcrowded rearing conditions have a serious impact on the health of chickens. It is common for more than 20 chickens per square meter to be packed together, leading to increased ammonia levels and accumulation of waste on a daily basis. This dramatically increases the risk of dermatitis and respiratory disease. In particular, environments with high ammonia levels cause irritation to the chickens’ eyes and skin, resulting in chronic pain and inflammation.
The following points are emphasized in animal welfare standards:
- Securing adequate space
- Maintaining clean bedding and thorough ventilation
- Environmental design to reduce stress
However, in many commercial farming facilities, these standards are not adequately met, and harsh conditions persist for fast-growing chickens. It is becoming increasingly important for consumers and businesses to make choices that take animal welfare into account.
Supply Challenges and Market Structure of the UK Poultry Industry
Why Can’t the UK Poultry Supply Meet High Welfare Standards?
The main reason the UK poultry industry cannot meet high welfare standards is due to structural issues throughout the supply chain. Traditional broiler breeds allow for mass production in a short time, while slow-growing and high welfare standard chickens have higher production costs and limited supply. Since major domestic retailers and restaurant chains in the UK prioritize cost competitiveness, there is little incentive for the entire procurement system to shift to high welfare standards all at once.
The following table summarizes the main differences between conventional and high-welfare breeds.
| Item | Conventional Broiler | High Welfare / Slow-Growing |
|---|---|---|
| Growth Rate | About 5 weeks | About 8 weeks |
| Rearing Environment | Often overcrowded | More space, welfare-focused |
| Production Cost | Low | High |
| Supply Volume | High | Limited |
| Health Issues | Many foot/organ issues | Reduced health risks |
Because of this industry structure, a comprehensive shift of the supply chain to high welfare standards requires a multifaceted approach, including absorbing increased costs and reforming distribution systems.
The Significance of KFC’s Market Share Being Less Than 3%
KFC’s market share in the UK poultry market is said to be less than 3%. This means that KFC’s efforts alone do not have enough influence to significantly transform industry-wide chicken production standards. Unless major retailers and other restaurant chains also make similar commitments, it is difficult for producers and suppliers to invest in new facilities or switch breeds.
Key points to understand about these limitations are as follows:
- KFC aimed to introduce high welfare standards, but the overall market supply could not keep pace, making target achievement difficult
- Suppliers are easily influenced by the actions of large chains and retailers with greater demand
- The pledge of a single company alone has limited effect on raising industry standards or reforming production systems
The spread of high welfare standards requires industry-wide cooperation and long-term efforts involving major retailers and restaurant chains working together. Changes in consumer awareness and increased demand are also crucial keys for the future.
KFC’s Progress and the “Less Than 1%” Stagnation
KFC has been advocating for the Better Chicken Commitment (BCC) in the UK and Ireland markets, but according to the 2024 progress report, achievement remains below 1%. In particular, the figure stands at around 1% across Western Europe, and only 0.7% in the UK and Ireland, revealing a significant gap from the targets.
To summarize the current situation, only a small fraction of the chickens used by KFC belong to higher-welfare, slower-growing breeds, while the mainstream chicken supply system still relies mainly on conventional fast-growing broilers. The table below shows a comparison of progress rates by major regions.
| Region | BCC Achievement Rate |
|---|---|
| Western Europe | About 1% |
| UK & Ireland | 0.7% |
These numbers illustrate a reality that falls far short of the expectations of consumers and animal welfare groups. The “transition to higher-welfare chicken” that KFC has pledged has seen virtually no progress so far.
2024 Progress Report: 1% in Western Europe, 0.7% in the UK & Ireland
KFC’s 2024 progress report clearly presents the achievement rates for the “Better Chicken Commitment.” About 1% for all of Western Europe, and 0.7% in the UK & Ireland—these figures vividly show how far there is to go before reaching the goal.
The main reason for this low rate of progress is the overwhelming shortage of broiler breeds that meet higher welfare standards. Even across the UK poultry industry as a whole, conventional fast-growing broilers dominate the market, and the distribution of slow-growing breeds is extremely limited.
Despite rising consumer and animal welfare awareness, these changes have not yet resulted in concrete improvements in the numbers—a major challenge even for a large chain like KFC. Moving forward, building a more sustainable supply chain and fostering industry-wide collaborative efforts will be essential.
Impossibility of Achieving the 2026 Target and Industry-Wide Delays
KFC’s Head of Sustainability has officially stated that it is realistically impossible to fully achieve the Better Chicken Commitment by 2026. Behind this are structural issues throughout the supply chain and industry-wide delays in the supply system.
The main challenges are as follows:
- Few producers can reliably supply higher-welfare, slower-growing chicken breeds
- Current production capacity cannot meet KFC’s demand
- The industry as a whole has yet to move away from the traditional, cost-prioritizing model
Although KFC holds a large market share in the UK, it is difficult for the company alone to reform the entire production system. In the future, urgent action is needed to restore consumer trust and raise animal welfare standards by collaborating with other major chains, producers, and industry groups.
Ongoing, the industry as a whole must strengthen sustainable initiatives in response to changing consumer demand and awareness.
Backlash from Animal Welfare Groups and Consumers: Protests and Social Pressure
The Humane League UK’s Criticism and Labeling as “The Greatest Animal Welfare Crisis”
KFC’s withdrawal from its commitment to using higher-welfare, slower-growing chicken under the “Better Chicken Commitment” in the UK has sparked a wave of criticism from animal welfare organizations. Among them, The Humane League UK has characterized this decision as “the greatest crisis in the history of UK animal welfare,” strongly condemning KFC’s move as a significant step backward for animal welfare.
The organization points out that KFC’s abandonment of a switch to healthier chicken breeds (slower-growing breeds) raises the likelihood that overcrowded conditions and health problems caused by rapid growth will persist.
The table below summarizes the main points of criticism from animal welfare groups.
| Criticism | Details |
|---|---|
| Health issues in chickens | Lameness from rapid growth, muscular disorders, increased stress, etc. |
| Negative impact on the entire industry | Ripple effect leading to lowered welfare standards across other chains and the industry as a whole |
| Lack of information for consumers | Lack of transparency in procurement policies and failure to fulfill social responsibility |
The strong social impact of lowering animal welfare standards is also affecting consumer trust.
16,000 Protest Emails Sent and Plans for Drive-Thru Closures This Summer
In response to KFC’s decision, large-scale protest activities have been unfolding across the UK. Several animal protection organizations, led by The Humane League UK, have sent around 16,000 protest emails to KFC headquarters. This has further intensified the social pressure on the company.
Additionally, there are plans for protest actions this summer calling for temporary closures of drive-thrus in front of KFC locations nationwide, reflecting a growing movement of direct action uniting consumers and advocacy groups.
The main points of this nationwide protest movement are as follows:
- Sending protest emails and organizing petition drives
- Sharing and spreading information via social media
- Demonstrations in front of stores and calls for temporary closure of drive-thrus
These activities are leading to increased social oversight of corporate procurement policies and animal welfare standards. The response from KFC and the overall direction of the industry are likely to remain under close watch moving forward.
Comparison with Other Companies: KFC’s Position Amid Over 380 BCC Signatories
How Competitors Like Greggs, Waitrose, Burger King, and M&S Are Responding
More than 380 companies have signed the Better Chicken Commitment (BCC), with varying levels of engagement. The table below summarizes the responses of major competing companies.
| Company Name | BCC Signatory | Status of High-Welfare Chicken Adoption | Features and Policies |
|---|---|---|---|
| Greggs | Yes | Partial adoption | High-welfare chicken used in some products |
| Waitrose | Yes | Full adoption | All own-brand chicken meets high standards |
| Burger King | Yes | Phased adoption | Gradual transition with a set timeline |
| Marks & Spencer | Yes | Full adoption | Maintains strict animal welfare policies |
| KFC | No (withdrawn) | Only pilot introduction at some stores | Abandoned full rollout due to supply issues |
KFC did once sign the BCC, but withdrew after deciding that the industry-wide supply system was not in place. While other companies are adopting high welfare standards in stages or completely, KFC has taken a more cautious approach. Waitrose and Marks & Spencer, in particular, have achieved high standards of animal welfare and enjoy strong consumer approval.
Industry-Wide Trends and Differences in Retailer Commitment
In the UK chicken industry, the introduction of high-welfare, slower-growing chicken varieties is progressing, but the complexity of the supply chain remains a major challenge. The following list outlines the overall trends and issues facing the industry:
- Production of high-welfare chickens is on the rise, but total supply remains limited
- Retailers (such as Waitrose and M&S) are able to raise standards across their entire value chains more easily
- Restaurant chains and fast food outlets face greater difficulty in full adoption due to bulk sourcing and price maintenance
- For chicken producers, introducing slower-growing breeds often leads to increased costs and reduced production efficiency
- As consumer awareness rises, interest in animal welfare standards is also growing
In this way, retail companies find it easier to manage their supply chains and are making progress in the early adoption of high welfare standards. On the other hand, large-scale chains like KFC face challenges in stabilizing overall supply and managing costs. Going forward, the industry as a whole is expected to strengthen production systems and optimize supply networks.
KFC’s “Ongoing Commitment” Claims and Issues of Credibility
The Contradiction in the Statement “We Remain Committed to the Better Chicken Commitment Framework”
KFC declared its participation in the Better Chicken Commitment (BCC) in the UK, promising to introduce high welfare standards and slower-growing chicken breeds by 2026. However, it has publicly acknowledged that achieving these goals is difficult. At the same time, the company states that it “remains committed to the Better Chicken Commitment framework.” In reality, the simultaneous withdrawal of key targets and the declaration of ongoing commitment have raised doubts about the consistency and credibility of these statements.
In particular, animal welfare organizations and consumers are increasingly questioning whether the company is truly aiming for sustainable improvement. There remain many challenges in producing high welfare chicken and reforming the entire supply chain, and the gap between KFC’s statements and the reality is drawing attention.
The following points are at issue:
- Announcing ongoing improvement while withdrawing key targets
- Discrepancy with the realities of the market and supply chain
- Company stance on maintaining and strengthening animal welfare standards
The Gap Between Transparency Reports and Actual Achievements: Verification with Public Data
KFC claims to publish reports and progress data on animal welfare, but in practice, there is a significant gap between the disclosed data and what is happening on the ground. In the published reports, KFC emphasizes the breeds of chicken used, production standards, and supply chain transparency. However, with the delay in introducing the targeted high welfare standards, a gap has emerged between the content of the reports and actual practices.
The table below compares the main points in KFC’s reports with the real situation.
| Item | Reported Content | Actual Situation |
|---|---|---|
| Introduction rate of high welfare chicken | Gradual introduction emphasized in annual reports | Introduction stalled due to withdrawal of targets |
| Supply chain transparency | Promotion of improved transparency | Actual information disclosure is limited |
| Efforts toward animal welfare | Emphasis on ongoing improvement | Delays in fulfilling major commitments |
Thus, there is a clear gap between the information KFC communicates and its actual efforts. To gain the trust of consumers and external organizations, further transparency and effectiveness are required. Going forward, disclosing concrete figures and progress will be essential to improving the company’s credibility.
Animal Welfare Issues from Legal and Regulatory Perspectives
The Humane League UK’s Failed Judicial Review and Future Strategy
The Humane League UK, which aims to improve animal welfare in the UK, attempted a judicial review as a legal measure against KFC’s chicken procurement policies. However, this claim was not upheld by the court, and it was unable to overturn KFC’s current policies. The outcome of the judicial review clarified that strengthening animal welfare standards is not mandated under the current regulatory framework.
In the future, The Humane League UK is shifting its strategy to focus more on advocating for stronger industry-wide regulations and consumer awareness activities. In particular, it plans to continue campaigns and policy proposals urging consumers and companies to adopt higher animal welfare standards.
Examples of upcoming initiatives are listed below:
- Advocacy activities urging companies to adopt high welfare standards
- Promotion of increased transparency in the chicken production chain
- Proposals for legal reform to the government
- Development of consumer education campaigns
The Current State of Regulation and the 1.1 Billion Chickens Raised and Slaughtered Annually in the UK
In the UK, approximately 1.1 billion chickens are raised and slaughtered for meat each year. This is one of the largest scales in Europe and is a notable characteristic of the chicken meat industry. Within such a mass production system, how well animal welfare standards are actually being observed is a constant focus for consumers and experts.
The UK’s animal welfare laws set certain standards, but currently, the use of fast-growing broiler breeds and overcrowded farming remain mainstream. As a result, health issues in chickens and declining welfare levels have been pointed out. The government and industry groups are discussing gradual revisions of standards and strengthening regulations, but immediate action across the entire supply chain is not easy.
The table below summarizes the current state and main challenges of chicken production in the UK.
| Item | Content |
|---|---|
| Annual number raised/slaughtered | Approximately 1.1 billion birds |
| Main breeds | Fast-growing broilers |
| Main issues | Overcrowding, growth disorders, inconsistency in animal welfare standards |
| Legal regulations | Certain standards exist, but mandatory adoption of high-welfare breeds has not progressed |
| Future outlook | Moves toward revising standards, improving transparency, and strengthening regulations are accelerating |
Going forward, collaboration among consumers, businesses, and government will continue to be essential from the perspective of animal welfare.
The Industry’s “Operational Excuses” and the Need for Structural Reform
Examining the Validity of Withdrawing Commitments Under the Pretext of Supply Shortages
The background to KFC’s withdrawal of its pledge to use “slower-growing chicken with higher animal welfare standards” in the UK is largely due to a supply shortage affecting the entire industry. Rising production costs and the inability of suppliers to keep up with demand for slower-growing breeds have made it difficult for individual companies to achieve such goals on their own.
The following table summarizes the common challenges in chicken supply.
| Item | Current Status | Issues |
|---|---|---|
| Breed selection | Slower-growing breeds are rare | Low production efficiency |
| Industry-wide adoption rate | Low | Limited supply |
| Cost structure | Higher than conventional chickens | Difficult to pass costs on to consumers |
| Supply chain | Dependent on major corporations | Changes take time |
Industry-wide cooperation is essential, but at present, efforts are limited to the voluntary initiatives of a few companies. KFC’s withdrawal highlights the reality that, unless the supply system is established, simultaneous adoption by large chains is difficult. Previous pledges had elements of idealism, and without structural reform, sustainability will remain a challenge.
Consumer Demand and Corporate Responsibility: Who Should Drive Change?
Awareness among consumers about chicken production methods and animal welfare has been increasing year by year. However, in actual purchasing behavior, “price” and “convenience” tend to be prioritized, and not all consumers choose products that meet high welfare standards.
- Role of Consumers
- Actively choose products with high welfare standards
- Learn about production backgrounds and use them as selection criteria
- Engage in ongoing information gathering
- Corporate Responsibility
- Enhance transparency throughout the supply chain
- Invest in sustainable sourcing
- Provide information and education to consumers
To bring about change, it is essential that both consumers and companies take action. Consumer choices move the market, and companies are expected to respond to demand by reforming supply chains and raising standards.
In the future, as industry-wide standardization and greater transparency progress, there is potential for changes in both awareness and actions on both sides.
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