Research conducted by the Carbon Trust states that buying carbon-free eco products has become a feature of weekly shopping in the UK and a quarter of people say it iis not just carbs but carbon that now influences their shopping habits.

The findings from the research show around 86 per cent of consumers want their favourite brands to help address the threat of climate change by reducing their carbon footprint and almost half of respondents are finally checking the carbon impact of household products.

An increasing number of household brands are now carrying the Carbon Reduction Label, which consumers can look for to see that the products they buy are having their carbon footprint reduced.

Strictly Come Dancing star, Laila Rouass, is supporting the drive to encourage more companies to sign up: "When I became a mum my priorities changed - I used to be quite calorie conscious but now I want to know that the products I buy are good for my kids and good for the environment."

The Carbon Reduction Label currently appears on products worth £2.7 billion in annual sales.