Our product roundels

What do our product symbols mean? We're pleased you asked!

The pictograms used in the product descriptions on our website have been devised by us, and attributed to help you learn more about each product, at a glance. (similarities to exisiting labels are coicidental!)

Read on for more detail on each one...

Dairy FreeDairy-Free

Whether you’re vegan, lactose intolerant, have a dairy allergy, or simply want to leave milk to the baby cows – keep an eye out for our dairy-free symbol. These fair trade foods and delectable drinks will be free of all sources of dairy, including milk, cheese, yoghurt, ice cream, or any milk-based ingredients.

Gluten FreeGluten-Free

If you spot our gluten-free symbol, it means that this food is ideal for people who want to avoid gluten or are gluten intolerant. We’ve used this symbol only on foods which have been tested, and contain no more than 20mg/kg of gluten. The word ‘gluten’ actually comes from the Latin word for ‘glue’, and it’s the set of elastic proteins that give bread its chewy structure. It’s typically found in wheat, spelt, barley, malt, rye, and countless hybrids of these grains.

Fair Trade PioneersFair Trade Pioneers

Spotted our 'Fair Trade pioneers' roundel yet? Wherever you see it (and you’ll see it a lot), you know that we’ve given the product our fair trade stamp of approval. It indicates that a product has been sourced directly, or approved, by Traidcraft, the UK's first Fair Trade company. As the pioneer of many Fair Trade products we helped write many of the standards used in Fair Trade certifications schemes today. All the products with the Fair Trade Pioneer pictogram conform to our purchasing policy which you can download here.

If you'd like to know more about Traidcraft and Fair Trade, head to our story of how Traidcraft's solitary pioneering path branched out into the world of labels, and why we believe in a range of fair trade certifications, not just the one you’d expect…


Mmmmm, organic goodness. You’ll only see our organic icon when the item has made from crops grown on an organic farm, and the product itself has been certified organic. These growers don’t use chemical fertilisers, nasty pesticides, or any artificial chemicals. They promote and use eco-friendly farming methods, crop rotation, and conserving the wonders of the land’s natural biodiversity. You can be sure that all of the products with our organic icon have received organic certification, and are made in balance with the earth.


There’s a little bit of magic in turning something old into something new. Our recycled symbol means that a product has been made from materials that have previous lived a mysterious other life. They might have been glass bottles, iron drums, or even sweet wrappers. Our artisans have used all their creativity, innovation, and upcycling skills to transform these waste materials into things of beauty. By buying these products, you’re buying into history, into stories, all the while saving the planet by not contributing to a commercial throw-away culture.


However you choose to embrace your vegan lifestyle, look out for our vegan symbol. Wherever you see this little leaf icon, you know you’ve found a fuss-free vegan product that’s completely free of any animal derivatives, such as meat, dairy, eggs, and honey. By choosing a vegan product you’re guaranteeing that you’ve had absolutely no part in animal testing or captivity, and you’re reducing your environment footprint to boot. Let’s be no-nonsense vegan, and make friends with plants!

Products are marked as vegan if they are registered with the Vegan Society; the recipes are free from animal derived ingredients but not necessary made in vegan friendly environment.


Vegetarians come in all shapes and sizes, and might have chosen to become veggie for ethical reasons, health reasons, or simply because they don’t like the taste of meat. Wherever you see our vegetarian symbol, you know that this product hasn’t been made from any part of the body of an animal, such as meat, poultry, fish, shellfish, or even insects. All our products are vegetarian friendly, and many explore the wonderful world of grains, pulses, legumes, nuts, seeds, fruit, and vegetables.

Products are marked as vegetarian if they are suitable for vegetarians, however they do not carry a Vegetarian society certification.