IT wasn't long ago when if you asked for organic bread, shop assistants would look at you with a blank stare.

Now you can walk down a supermarket aisle and be surrounded by organic foodstuffs, whether it is sugar, sun-dried tomatoes or flour.

The rise in organic food has been like an avalanche one day there were very little products on the market, the next a whole shop full.

The produce may be getting more and more popular, but while it remains more expensive, it is likely to be rejected by a large portion of consumers.

Supermarkets are slowly realising the potential for organic products and reacting to customer demand.

Tesco supermarkets now stock 850 organic lines, and frozen food chain Iceland has recently launched a new range of organic food.

We've been responding to customer requests for 'more natural' food, said Malcolm Walker, chairman of Iceland.

We're converting our complete range of frozen vegetables to organic and our entire range of ice-cream tubs to organic. Most importantly, we're making a commitment to sell organic products at conventional supermarket prices.

The range is vast and includes a fabulous selection of festive treats.

They have made organic Christmas cakes, Christmas puddings, mince pies and even Belgian chocolate truffles.

The food giant sys that it is now investing £8m to switch whole ranges of conventional food to organic, and at no extra cost to the customer.

This means that we'll be able to sell organics at the same price as ordinary supermarket own-label food, while ensuring customers and farmers get the best deal.

The Soil Association says that at the moment only three per cent of British agricultural land is organic, while the market is expected to rise by 40 per cent per year for the next five years.

But it's not just food that has turned organic. There are more products on the shelves for consumers who want to be more eco-friendly.

A range of products made from organic cotton is available from a Bath-based mail order company.

Natural Collection stocks sportswear, underwear, baby clothes and even bed linen.

The catalogue also features food and drink which has been produced organically, organic washing powder, and even organic essential oils.

Organic food is available everywhere. It's a bit of a fad at the moment, said Hannah Vere of the Natural Collection.

"Organic cotton is fairly new, and becoming more popular.

It's not just for greenies, it's extra soft and there's absolutely no chemicals in it whatsoever.

There are some people who will only buy organic cotton because they're allergic to other materials.

She says that although they supply Friends of the Earth and Greenpeace, ordinary folk are becoming just as interested in the environment.

The environment is becoming more of an issue, people are definitely getting better at buying green.

And green products are definitely better, some of the beauty products are a lot better, because they don't contain chemicals they're kinder to your skin as well as the planet.

With people taking more of an active interest in the environment there seems to be a market for what was once perceived as 'hippy friendly' products.

Sandal wearing lentil chompers is the most common perception of an environmentalist, though saving the planet is becoming more fashionable.

Trainee ambulance technician Christalla Karpi is a big fan of organic food.

One of the main reasons why I buy organic is the ecological factor," said the 27-year-old.

Thousands of chemicals are sprayed on to our fruit and vegetables, gradually ridding soil of its natural goodness.

I don't like the whole concept of intensive farming, it destroys the soil and then we're left with nothing.

Miss Karpi, of Blackpole, says that she also chooses organic for its health benefits, which she thinks are just as important.

I can eat fruit and vegetables knowing that I'm not ingesting chemicals.

Why should I have to eat products that poison me just so that the big chemical corporations can make a profit?

I think the future is definitely in organic food. Can we afford for it not to be ?