A new eco-conscious coffee that aims to prevent deforestation in the Amazon is to make its debut at 600 Tesco stores around the UK.

Cool Earth Coffee (rsp: £2.99 for a 100g jar) will donate 20p from each purchase to a scheme protecting trees in Peru.

“Cool Earth Coffee is one of the most powerful environmental products people can put in their supermarket trolleys while doing their weekly shop,” said Cool Earth director Matthew Owen.

“There are over 280 million jars of coffee sold in the UK annually and we want our coffee to not only satisfy people’s taste buds but also their environmental consciousness at the same time.

“By bringing out our own coffee we’re able to make sure that the maximum amount of money is donated to saving rainforest.”

The product was launched yesterday at London’s Le Pont de la Tour restaurant, attended by fashion doyenne and Cool Earth supporter Dame Vivienne Westwood.

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