/ Food & Drink

Could augmented reality help us be better food shoppers?

Working out which products to buy when concerned about animal welfare can be a tricky task. Here’s how we’re tackling the problem in Australia with an app we developed, writes our guest author Katinka Day from CHOICE.

In Australia and in other countries around the world, many egg brands claim to be “free range” and with labels boasting luscious fields of happy chickens and marketing claims such as ‘organic’, ‘free-to-roam’, or ‘pasture-raised’ – it’s one of the more confusing choices to make in the supermarket.

But choosing eggs could soon get a bit easier for Australians. Just a few weeks ago, new free range egg labelling laws came into effect.

The new laws mean that eggs can only be classified as ‘free range’ if hens have “meaningful and regular access” to the outdoors where they can roam and forage; and egg producers run a maximum stocking density of 10,000 hens per hectare or one hen per square metre.

Consumer confusion

This is good and bad news. The good news is that new rules require eggs labelled ‘free range’ to display the stocking density (the room hens have to room) on pack. This means shoppers can easily distinguish between eggs that come from hens with lots of room to move from those that don’t.

The bad news is that the definition of free range eggs still isn’t strict enough. CHOICE wanted ‘free range’ to meet common sense expectations – meaning that hens actually go outside and have room to move.

Even though stocking densities are now listed, the new standard only requires that hens have ‘access’ to the outdoors, rather than actually spending time outdoors. It also allows stocking densities of up to 10,000 hens per hectare. That’s far above the well-accepted 1,500 hens per hectare stocking density set by animal welfare organisations in Australia.

There’s an app for that

While these new laws are an improvement, they might not make buying free range eggs less confusing, especially for people who don’t know what an acceptable stocking density might be.

To make buying eggs easier, CHOICE developed a free augmented reality app called CluckAR designed to help shoppers avoid dodgy free range eggs in the supermarket. The app lets people scan egg cartons using their phones to determine whether they are really “free range” or not.

This allows people to easily distinguish between the good and the bad rather than having to interpret stocking density information themselves.

Is it good enough?

While using an augmented reality app is a bit of fun and helps people navigate the egg market, should we really have to reach to our phones and use apps every time we try and make an informed decision?

What are your thoughts? Do you have a hard time trying to find genuine free range eggs in the UK?


Trouble is, I became hung up wondering about why the exclamation mark in “How’s the serenity!” wasn’t a question mark and wondering where the comma, ellipses or semicolon should be in “Yeah Nah Mate”.


I am keen that the public is made aware of the reality of how their food is produced. No doubt apps, social media and TV coverage of poor practice will help. Most of us, myself included, have little practical experience but it’s worth speaking to those who have. I do like the photos showing the different interpretations of free range eggs. I always buy free range eggs but have no way of knowing what this means.

Yesterday I had a long discussion with a chap who had started off as a butcher and moved into the monitoring of the safety and other aspects of meat handling in the UK. He is keen that we should move towards alternatives to meat because the pressure to cut costs means that animal husbandry and what happens after is not as good as we might assume. That’s rather like public perception of free range eggs being laid by hens with freedom to run around fields.

Welcome to Which? Convo, Katinka. I hope we will hear more from you and your colleagues at CHOICE. It’s good to have consumers’ associations working together.


I have been getting emails from organisation that I am registered with on animal welfare for years , including the one that the government prosecuted the leaders and imprisoned them for breaking into intense production farms and photographing the animals , the pictures were disgusting that so called animal “carers ” and so called “human beings ” could behave in this way for Profit is beyond words . I have zero sympathy for them , lets others defend them I will not Katinka is right – “barn hens ” squashed into barren enclosed spaces , battery hens imprisoned in “Hell ” , hens being de-beaked to stop cannibalism due to lack of protein filled full of anti-antibiotics it just gets worse and yet the general public not knowing or bothering continually visit supermarkets buying the cheapest eggs etc available . Have any of you seen or read the reports on other farm animals ?? I have, all covered up , yes I am a Realist but that doesn’t include accepting inhumanitarian practices for profit . If I tried to post the intimate details I would be censored they are so terrible.


British Lion says this about its marked eggs https://www.egginfo.co.uk/egg-facts-and-figures/production

Free range egg production
The EU egg marketing legislation stipulates that for eggs to be termed ‘free range’, hens must have continuous daytime access to runs which are mainly covered with vegetation and a maximum stocking density of 2,500 birds per hectare. The hen house conditions for free range hens must comply with the regulations for birds kept in barn systems, with a maximum stocking density of 9 hens per square metre of useable area.

Hens must be provided with next boxes. Adequate perches, providing 15 centimetres of perch per hen, must also be provided. Litter must be provided, accounting for one-third of the ground surface – this is used for scratching and dust bathing.

Additional requirements of the Lion code

The Lion Quality Code of Practice stipulates the same additional standards for Lion Quality free range hens as for Lion Quality barn hens plus provision of outdoor shading in absence of a veranda and one pop-hole per 600 birds open for 8 hours daily to allow access to the outside; maximum flock size of 16,000 birds divided into colonies of 4,000 where flock size is over 6,000 birds in total; a maximum stocking density of 2,000 birds per hectare. The width and height of the popholes is greater than required by EU legislation.“.

The stocking density is only just above the animal welfare’s recommendation in Australia.


Looking up free range eggs I found this recent article by Choice, showing an enormous difference between different brands of eggs: https://www.choice.com.au/food-and-drink/meat-fish-and-eggs/eggs/articles/what-free-range-eggs-meet-the-model-code

I don’t know if Which? has carried out a similar investigation and I could only find an eleven year old report on the website. Which? has reported about food fraud but perhaps we need some information about ethics. We need to know which companies are good eggs, augmented reality or not.


” We have been long-term supporters of the free range egg industry and in 1997 were the first UK retailer to switch to supplying 100 per cent free range whole eggs. Despite some scepticism within the industry about the practicality of doing so, we then extended this policy in 2002 to include all eggs used as ingredients in our prepared food.


As Katinka has pointed out some free range eggs are produced under conditions with high stocking levels. I would like to know what I was buying.


This is not easy to obtain Wavechange but I will persevere as the old Indian Chief once said when ordered to conform by the then President of the USA. locations -IE- a Welsh village has intensive cow farming -1000 cows but names are not forthcoming.