In a thoughtless U-turn, Iceland has abandoned its pledge to sell only cage-free shell eggs by 2025 – a commitment it first made ten years ago.
This reversal is a major setback for animal welfare in Iceland’s supply chain and leaves the retailer trailing behind the UK’s top supermarkets.
According to Compassion in World Farming’s 2023 EggTrack report, over 60% of Iceland’s eggs still come from caged hens – highlighting a lack of progress compared to competitors who began transitioning to cage-free systems years ago.
Compassion, alongside Open Cages, the RSPCA, and The Humane League has issued an open letter urging Iceland to honour its original commitment.
In the UK approximately 7 million laying hens endure most of their lives in so-called ‘enriched’ cages. Scientific research shows that caged systems cause immense suffering for hens, severely restricting their ability to express natural behaviours such as nesting, perching and dust bathing.
While the UK egg industry is now 82% cage-free, and major retailers like Tesco, Lidl, and Aldi are making steady progress, others including M&S, Sainsbury’s, Co-op, and Waitrose have been 100% cage-free across both shell eggs and egg products for years.
Iceland claims caged eggs are necessary to keep prices low for its customers. Yet, in a clear contradiction, its caged eggs are currently more expensive than Tesco’s higher-welfare barn eggs – undermining its affordability argument.
Consumers increasingly demand higher welfare standards with an expectation that retailers take full responsibility for the treatment of animals within their supply chains. A recent poll commissioned by Compassion in World Farming found that 75% of Britons view the use of cages as cruel and 67% would be willing to pay more for cage-free.
Philip Lymbery, Global CEO of Compassion in World Farming said: “Once a cage-free commitment is made, it must be honoured with meaningful action. After nearly a decade to act there’s simply no excuse for delay. It’s shameful that Iceland is prioritising profit over moral ethics. Everyone deserves access to higher welfare food, regardless of their income.”
“Consumers don’t ask for caged eggs—they expect good welfare as standard at an affordable price,” Lymbery added. “Iceland’s decision to abandon its cage-free pledge isn’t just a broken promise—it’s a betrayal of trust and a step backwards for animal welfare. It’s time for Iceland to catch up with the rest of the sector and make cage-free its baseline, not the exception.”
The UK market is moving decisively in a cage-free direction. Kantar data shows 87% of shell eggs sold in UK retail as of May 2025 are now cage-free – up from 78.5% just six months earlier. Iceland’s decision to abandon its commitment puts it out of step with the clear direction of travel, its industry peers, and the expectations of today’s more welfare-conscious consumers.
Without legislation to level the playing field, responsible businesses are being undercut by those that delay. Compassion is calling on Defra to ban the installation of new cage systems and phase out all existing cages for egg-laying hens as part of its Animal Welfare Strategy.
Missing the 2025 cage-free commitment deadline is more than a supply chain issue, it’s a reputational risk. Companies that fail to act may face backlash from customers, investors, and advocacy groups. Iceland must step up, invest in cage-free systems and ensure fair prices for its customers.
The message is clear: the future of eggs is cage-free and the time to act is now.
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