It’s one of the most iconic logos in the supermarket - but the majority of Brits admit they have no idea what the famous Fairtrade label really means.

New research has found nearly half of those surveyed (42%) are left feeling happy that they are contributing to a better world but they’re often not sure how it works.

The familiar blue, lime green and black label is often found on the likes of coffee, sugar and bananas, all staples of the average British basket.

However, 84 percent admit to having little to zero knowledge of the specific projects it supports or the impact it has, according to a new survey by Tate & Lyle.

The new research, which surveyed more than 2000 Brits, also showed that while Gen Z has a reputation for being more socially conscious than its elders, it is the least aware of Fairtrade practices.

That gong goes to the over-65s, with a whopping eight of 10 having a good grasp of all things Fairtrade - which ensures fairer deals for farmers, better working conditions and supports local communities.

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Its initiatives support everything from projects that improve soil health to aid sustainable farming, to preserving animals’ habitats.

Tate & Lyle have spent £49m into their Fairtrade schemes since 2008, supporting small-scale farmers in Belize, Eswatini, Fiji, and Paraguay.

And to mark their Fairtrade 15th anniversary, they have launched a microsite to help educate naive Brits.

“Our commitment to Fairtrade is a cornerstone of our journey to being sustainably refined,” said James Whiteley.

“But, as our research shows, while consumers actively welcome products that generate such change, we have a great opportunity to bring further attention to the achievements being made by Fairtrade activity.”

For more information on the anniversary of Tate & Lyle Sugars Fairtrade promise, and to check out its initiatives in action, please visit here