Wildlife presenter Chris Packham has thrown his support behind a campaign pressuring Pret a Manger to reverse its decision to delay phasing out fast-growing chicken breeds, often called “frankenchickens” by critics.
Protests target Pret’s delayed welfare pledge
Packham led demonstrators outside Pret cafés last week, accusing the company of backtracking on its commitment to the Better Chicken Commitment (BCC). The pledge originally promised to eliminate fast-growing breeds by 2026, but Pret pushed that deadline to 2032 in April.
He was photographed with a four-meter animatronic chicken wrap—part of a £1m campaign by animal welfare group Anima—which has since racked up over 10 million views on social media. The stunt toured Pret locations in London, drawing attention to what activists call an “empty” promise.
“When a company is committed to making a change for animals, they don’t wait 14 years to do it,” Packham said. He compared Pret’s move to similar reversals by KFC, Nando’s, and Burger King, which also abandoned earlier welfare pledges.
Pret defends its timeline, activists push back
Pret maintains it remains the only major food chain still signed up to the BCC, having met five of the six required standards. The company said its revised 2032 target was developed with Compassion in World Farming and The Lever Foundation, the organizations behind the commitment.
Related: What’s Caused Fashion to Change Over the Years
“We are disappointed that this campaign group has chosen to target one of the few businesses that remains signed up to the BCC,” a Pret spokesperson said. “We already meet five out of the six of those standards and have set a clear roadmap for the remaining one.”
The company also argued that activists should focus on brands that have abandoned higher-welfare reforms entirely, rather than those still working toward them. But Packham dismissed the explanation, calling Pret’s stance “insidious” for claiming progress while delaying action.
Earlier this year, eight hospitality groups—representing 18 brands—withdrew from the BCC in favor of the Sustainable Chicken Forum (SCF). The SCF argues that shifting to slower-growing breeds would collapse production and increase greenhouse gas emissions, a claim welfare advocates dispute.
Pret’s decision to extend its deadline has reignited debates over corporate welfare pledges, particularly as more companies retreat from earlier promises. The conflict mirrors past disputes in the fast-food industry, where brands have often balanced consumer pressure with supply chain realities—sometimes at the cost of long-term credibility.
For now, Packham says he won’t return to Pret until the company presents a “real, credible plan” to end its use of fast-growing breeds. The animatronic chicken, meanwhile, continues its tour, keeping the issue in the public eye.
