The label and packaging firm said the self-adhesive tags would go across the supermarket's entire range of own label organic foods from drinks to vegetables.

"The labels are exclusive to Sainsbury's but we have had a number of enquiries and other people are looking at them," said a spokeswoman.

They have an unbleached look and include wood particles to give a handmade texture. The firm developed the new label line over a year. "The rough, earthy and textured feel gives a natural look to the surface," said the Gravesend firm.

"Most importantly, being a natural cellulose fibre-based product the paper parts are fully biodegradable making this style of label one of the first of its kind for UK major multiples."