Ready meals to be stamped with a Red Tractor logo to boost consumer confidence

The new logo will indicate that 100 per cent of the meat in ready meals can be traced back to UK farms

Ready meals are to be stamped with the Red Tractor logo to reassure shoppers about the origins of the meat they contain.

The distinctive red logo, which was introduced 14 years ago, is only carried on food products that reach certain standards of animal welfare and can be traced back to British farms.

It has never previously been used on ready meals or convenience foods because their ingredients list was deemed too complicated.

But in the wake of last year’s horsemeat scandal, the new logo will indicate that 100 per cent of the meat used in ready meals and pies meets Red Tractor standards.

Consumer confidence in chilled foods plummeted after horsemeat DNA was found in burgers and a range of ready meals found on supermarket shelves.

18 billion ready meals were binned in the aftermath of the scandal and sales have still not bounced back a year on.

David Clarke, chief executive of Red Tractor, said concern about the contamination of products had contributed to the drive to develop the new stamp.

He said: “The new 'Made With' logo has been in development for some time and although it isn't a direct reaction to horsemeat, the events that unfolded in 2013 certainly made us look at it even more seriously.”

Despite falls in sales, the UK still spends £2.5 billion on convenience food each year, according to research by consumer experts Kantar Worldpanel.

Supermarket chain Asda will launch the logo on its chilled beef ready meals later this month and there are plans to roll it out to other products over the rest of the year.

Ade McKeon, Asda brand director, said: "We're proud to have worked with Red Tractor on a project of this kind.

"Our customers tell us that it's important for them to know exactly where their food comes from, so we're delighted that from February 2014 we will be the first retailer to have the Red Tractor stamp of approval on all our chilled beef ready meals."

Research carried out by Red Tractor suggested that more than half of shoppers are more likely to buy products like ready meals and pies if they featured the Red Tractor logo.

Some 78,000 farms are part of the Red Tractor Assurance scheme, which was launched by Tony Blair in 2000.

Start your day with The Independent, sign up for daily news emails
Have you tried new the Independent Digital Edition apps?
ebooks
ebooksA special investigation by Andy McSmith
  • Get to the point
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs General

Recruitment Genius: Operations Manager

£24000 - £25000 per annum: Recruitment Genius: Situated in the heart of Bradfo...

Recruitment Genius: Senior IT Support / Projects Engineer

£26000 - £29000 per annum: Recruitment Genius: This is an exciting opportunity...

Recruitment Genius: Bench Joiner & Wood Machinist

£20000 - £35000 per annum: Recruitment Genius: This busy local Joinery company...

Recruitment Genius: Financial Adviser

£20000 - £60000 per annum: Recruitment Genius: Are you recently QCA Level 4 qu...

Day In a Page

Not even the 'putrid throat' could stop the Ross Poldark swoon-fest'

Not even the 'putrid throat' could stop the Ross Poldark swoon-fest'

How a costume drama became a Sunday night staple
Miliband promises no stamp duty for first-time buyers as he pushes Tories on housing

Miliband promises no stamp duty for first-time buyers

Labour leader pushes Tories on housing
Aviation history is littered with grand failures - from the the Bristol Brabazon to Concorde - but what went wrong with the SuperJumbo?

Aviation history is littered with grand failures

But what went wrong with the SuperJumbo?
Fear of Putin, Islamists and immigration is giving rise to a new generation of Soviet-style 'iron curtains' right across Europe

Fortress Europe?

Fear of Putin, Islamists and immigration is giving rise to a new generation of 'iron curtains'
Never mind what you're wearing, it's what you're reclining on

Never mind what you're wearing

It's what you're reclining on that matters
General Election 2015: Chuka Umunna on the benefits of immigration, humility – and his leader Ed Miliband

Chuka Umunna: A virus of racism runs through Ukip

The shadow business secretary on the benefits of immigration, humility – and his leader Ed Miliband
Yemen crisis: This exotic war will soon become Europe's problem

Yemen's exotic war will soon affect Europe

Terrorism and boatloads of desperate migrants will be the outcome of the Saudi air campaign, says Patrick Cockburn
Marginal Streets project aims to document voters in the run-up to the General Election

Marginal Streets project documents voters

Independent photographers Joseph Fox and Orlando Gili are uploading two portraits of constituents to their website for each day of the campaign
Game of Thrones: Visit the real-life kingdom of Westeros to see where violent history ends and telly tourism begins

The real-life kingdom of Westeros

Is there something a little uncomfortable about Game of Thrones shooting in Northern Ireland?
How to survive a social-media mauling, by the tough women of Twitter

How to survive a Twitter mauling

Mary Beard, Caroline Criado-Perez, Louise Mensch, Bunny La Roche and Courtney Barrasford reveal how to trounce the trolls
Gallipoli centenary: At dawn, the young remember the young who perished in one of the First World War's bloodiest battles

At dawn, the young remember the young

A century ago, soldiers of the Empire – many no more than boys – spilt on to Gallipoli’s beaches. On this 100th Anzac Day, there are personal, poetic tributes to their sacrifice
Dissent is slowly building against the billions spent on presidential campaigns – even among politicians themselves

Follow the money as never before

Dissent is slowly building against the billions spent on presidential campaigns – even among politicians themselves, reports Rupert Cornwell
Samuel West interview: The actor and director on austerity, unionisation, and not mentioning his famous parents

Samuel West interview

The actor and director on austerity, unionisation, and not mentioning his famous parents
General Election 2015: Imagine if the leading political parties were fashion labels

Imagine if the leading political parties were fashion labels

Fashion editor, Alexander Fury, on what the leaders' appearances tell us about them
Phumzile Mlambo-Ngcuka: Home can be the unsafest place for women

Phumzile Mlambo-Ngcuka: Home can be the unsafest place for women

The architect of the HeForShe movement and head of UN Women on the world's failure to combat domestic violence