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Waitrose has become the first UK supermarket to introduce free range cream across its own label range, a move that underscores a growing trend toward higher animal welfare standards in the F&B sector.

Waitrose will offer free range single, double, whipping and extra thick cream under its Essentials and own brand labels. This initiative follows the supermarket's previous launch of free range milk, which has been well-received by consumers concerned about animal welfare.

Rachel Aldridge, dairy buyer for Waitrose, commented: “Having successfully launched free range milk a couple of years ago, we knew that we could, and should, 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.”

The new product line aligns with Waitrose’s commitment to animal welfare, as all cows supplying their fresh milk will now be free range.

The supermarket has mandated that these dairy cattle spend at least 183 days a year grazing outdoors, a significant improvement over more conventional farming practices.

Currently, it is estimated that about 5% of UK dairy herds remain housed year-round, raising concerns about animal wellbeing.

Jake Pickering, senior agriculture manager at Waitrose, added: “At Waitrose, 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.”

The free range cream products will be available on shelves and online at Waitrose.com, accompanied by new packaging labels to inform customers of the change.

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