Tesco is launching its first charity children's clothing line to help support youngsters who have lost a parent serving in the British armed forces.
All profits from the military-inspired range under the supermarket's Florence and Fred (F&F) label will go to the Scotty's Little Soldiers charity.
The charity organises gifts and days out for children who have lost a serving parent, and has two holiday homes in the UK available for families.
The clothing range includes items such as babygrows, hoodies and T-shirts with a "loose nod" to military wear in the form of combat motifs, commander stripes and helicopters for boys and pink camouflage patterns and sparkly hearts for girls.
The charity's founder, Nikki Scott, said: "We are thrilled that F&F are expressing such strong support for Scotty's and the new range of clothing looks fantastic.
"Seeing the range for the first time in person just a few weeks ago was a very exciting moment indeed and one that signifies how we're on the threshold of really growing across the UK.
"The response from customers so far has been really positive and we look forward to developing the range and raising the profile of the charity through this exciting initiative."
"It's our first such range to have been designed and created in partnership with a charity, so we're looking forward to its launch and assisting Scotty's with their fundraising initiatives in 2014 and beyond."