Traidcraft is to launch what it claims is the first ethically branded range of toilet tissue, kitchen roll and facial tissues to hit supermarket shelves.

The 100%-recycled domestic tissue range - which also raises money for the developing world - is aim ed at winning over the growing number of ethically minded shoppers. The British are the most prolific users of toilet roll, said Traidcraft, with the average Brit using six trees-worth in a lifetime.

The range will be stocked initially in Booths but is planned for wider roll-out in the multiples .

It features bright packaging and sports slogans such as 'I'm blowing away poverty' on tissues and 'I'm flushing away unfair trade' on toilet rolls. A contribution from the sale of the products will go to producers in the developing world for initiatives such as training and product development and to help buy equipment.

Traidcraft b egan selling recycled tissue products on a small scale in 1983, developing a mail order business.

It said it hoped the revamped range, combined with a new manufacturing deal with SCA Hygiene Products, would take its ethical offer into the mainstream.

In the past year there has been notable growth in the uptake of products that are Forest Stewardship Council-certified in line with the growing consumer movement towards clear-conscience purchases, said Spar trading controller Tina Hird.