British Lion quality mark stays in top spot as the UK’s most recognised food assurance mark

The British Lion quality 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.

The British Lion scheme covers over 90% of all UK eggs. It is the most successful food safety scheme in the country and is a safety assurance for consumers. Eggs with the Lion mark are produced under a strict code of practice that includes vaccinating hens against salmonella. It is this that allows them to be eaten raw or runny by elderly, infants and pregnant women too.

British Lion code on an egg

The British Lion code and Egg Traceability

The British Lion code also symbolises traceability – every Lion stamped egg can be traced back to the farm on which it was laid. This happens through the unique farm code stamped on each egg alongside the Red Lion mark.

The Lakes Free Range Egg Company was the first to print farm of origin on all our eggs, launching a “trace your egg” allowing customers to trace their egg back to the farm that produced it.

The statutory traceability egg code, which allows consumers to trace eggs back to the farm, was officially adopted within the European Union in 2004

Understanding the British Lion egg code:

  • First Digit (Method of Production):
    • 0 = Organic
    • 1 = Free Range
    • 2 = Barn
    • 3 = Cage
  • Next Two Letters (Country): “UK” indicates the egg was produced in the United Kingdom.
  • Remaining Digits (Farm ID): This identifies the specific farm where the egg was laid.