Sainsbury's will launch a new range of chickens that are kept in better conditions meaning that a third of its stock will no longer come from battery farms. It will also start phasing out chickens from battery farms completely so that all of its stock will meet RSPCA standards. Sainsbury's have said that sales of poultry reared in better surroundings were up 60 per cent since January so I wonder whether this move is simply in response to consumer demand for better quality chicken.