Waitrose has become the first UK supermarket to guarantee that all its fresh Christmas turkeys will be 100% British and free-range this year. The commitment responds to growing consumer demand for provenance, sustainability and high welfare, and marks a landmark pledge to British farming and animal welfare.
The announcement coincides with the 500th anniversary of the turkey's introduction to Britain in 1526. To mark the occasion, Waitrose has launched two hero products in its premium No.1 range, including an exclusive rare heritage breed bespoke to the supermarket.
Exclusive Heritage Breed and Premium Range
In a supermarket exclusive, the Christmas turkey range features the No.1 British Bourbon Red heritage-breed turkey, priced at £110 for a 5kg centrepiece that serves 10 people. According to Waitrose, this slow-grown breed matures naturally at its own pace while foraging freely outdoors and is raised to the highest animal welfare standards.
The supermarket said these turkeys carry more fat than standard birds, allowing the meat to self-baste during cooking for a more tender, succulent breast. The range also includes the Waitrose No.1 British free-range traditionally prepared bronze turkey, priced at £120 for a 5kg centrepiece that serves 10 people. This naturally slow-growing, heritage breed is dry plucked and matured for at least seven days to bring out all the flavour.
Partnership with Traditional Norfolk Poultry
At the heart of Waitrose's 100% British, free-range commitment is its long-standing partnership with Traditional Norfolk Poultry (TNP). Having grown from small beginnings into an industry leader in high-welfare poultry, TNP's turkeys roam freely in natural woodland across the Norfolk and Suffolk border, with a dedicated acreage set aside exclusively for Waitrose birds to ensure the highest standards enabling foraging and other natural behaviours.
Joseph Langfield, turkey buyer at Waitrose, said: "We're delighted to be offering our food lovers a traditional, slow-grown heritage bird - the Bourbon Red - a supermarket exclusive that represents the absolute pinnacle of poultry farming."
He added: "This slow-grown, rare heritage breed matures naturally at its own pace while foraging freely outdoors. Raised to the highest animal welfare standards, these turkeys carry more fat than standard birds, allowing the meat to self-baste during cooking for an exceptionally tender, succulent breast. This extra fat layer gives the skin a distinct creamy-white finish for an eye-catching presentation, delivering an incredible depth of flavour that is a true celebration of British farming and ultimate Christmas taste."
New Packaging for Transparency
To help shoppers make informed choices at the shelf, Waitrose is introducing updated packaging that will prominently feature 'Free Range' alongside clear, easy-to-read animal welfare tiering to provide "complete transparency" for customers. The full fresh free-range Christmas turkey range includes a variety of whole turkeys, crowns, and joints, with prices ranging from £35 for a Waitrose Free Range White Whole Turkey 3KG to £135 for a No.1 FR Bronze Whole Turkey 8KG.
The turkey range is now available to pre-order online and will be in shops from December 19.
