Qibla Cola, the ethical cola drink based in Derby, has finally named the first causes to benefit from its not-for-profit enterprise.
Qibla's first round of charitable donations total a modest £1,500, and include gifts to Muslim Aid's Bangladeshi flood appeal, BBC Children in Need, Unicef, Macmillan and inner-city sports clubs.
The announcement comes a month after Islamic Aid accused Qibla of misleading the public over its charitable ethos, and its aim to donate 10 per cent of profits to charity.
Qibla spokesman Abid Hussein claimed that the '10 per cent pledge' only applied once the company was profitable, which is not anticipated to be until next year. He said the initial donations were a goodwill gesture in the meantime.
Hussein said: "I'm sure if all the companies in Europe gave 10 per cent we could eliminate a large chunk of third world debt."