The Royal Veterinary College (RVC) in the UK is conducting research to evaluate the potential shift towards better welfare broiler breeds in the UK's chicken meat industry. The study aims to understand the benefits and challenges of transitioning from fast-growing to slower-growing breeds, which are known to have improved welfare but come with higher costs and environmental impacts. The research will incorporate existing data and create an integrated assessment model to provide estimates for producers and society. The project also aims to enhance dialogue with global breeding companies to select for both high welfare and reasonable growth.