Cruelty Free International awards Morrisons the Leaping Bunny for its policy on animal testing


Supermarket giant Morrisons has been certified by our sister organisation, Cruelty Free International, under the Humane Cosmetics Standard, symbolized by the Leaping Bunny logo. This assures customers that Morrisons own-brand cosmetics and personal care products such as shampoo, toothpaste, deodorant and body scrubs are not tested on animals.

The consumer market for ethical products is booming and shoppers recognise the Leaping Bunny as a trusted logo which will begin to appear on Morrisons products in the summer. The company also aims to achieve certification of all its own-brand household products under the Humane Household Products Standard.

The Humane Cosmetics Standard is the only globally recognised certification for cosmetics and toiletries which demonstrates a genuine commitment to no animal testing within a company’s own-brand products. It stipulates that no animal testing is conducted or commissioned for finished products or product ingredients at any stage in manufacture or product development. Morrisons will now undergo independent audits to ensure that it remains compliant with the criteria of the Standard.

Michelle Thew, Chief Executive, Cruelty Free International stated:

’We are delighted that by joining the Cruelty Free International Leaping Bunny programme Morrisons has shown a real commitment to ensuring that their own brand personal care and cosmetics products are free from animal testing. There is strong public opposition to the cruel use of animals for testing beauty products around the world and we applaud Morrisons for taking action to ensure their customers have a cruelty-free choice in store.’

Martyn Jones, Group Corporate Services Director, Morrisons said:

‘We have been clear in our opposition to animal testing for many years and I am pleased to announce that after months of work with Cruelty Free International we are now certified under the Humane Cosmetics Standard. This certification builds on our core values and sends a clear message to our customers that we are committed to promoting ethical standards.’

Morrisons joins other retailer powerhouses awarded the Leaping Bunny logo, including Marks and Spencers, Sainsbury’s, The Co-operative and Superdrug.