British Lion retains top spot as UK's most recognised food assurance mark

The British Lion mark has reinforced its position as the UK’s most recognised food assurance mark, with awareness of 80%, according to the latest tracking survey from the British Egg Industry Council.

 
Awareness of the British Lion mark remained strong, 15 percentage points ahead of Red Tractor, whose awareness fell by five points to 65% in the latest survey. Awareness of RSPCA Assured also declined, dropping to 25%, its lowest level since rebranding from Freedom Foods.

The survey of more than 2,000 consumers highlights the strength of engagement with the British Lion mark at point of purchase. Almost half of shoppers (47%) say that they actively look for the British Lion when buying eggs. This is even stronger among younger consumers - more than half (56%) of 25–34 year olds are seeking out the British Lion mark - a demographic that remains central to the BEIC’s long-term marketing strategy. 

Nick Allen, Chief Executive of the British Egg Industry Council, said: “We’re delighted to maintain the British Lion’s position as the most recognised assurance mark.

“The British Lion clearly occupies a unique and trusted position with consumers. It’s particularly encouraging to see such strong engagement among younger millennials – the egg buyers of the future. Their trust in the British Lion mark is a powerful endorsement of the scheme’s credibility, value and long-standing reputation.”