Food "kite mark" schemes that are meant to reassure a consumer about a product's quality only confuse, according to the Food Standards Agency (FSA).

There are more than 20 schemes, such as the "little red tractor" to the Lion Quality mark for eggs in existence.

But the Food Standards Agency (FSA) said that its research indicated that consumers often found them confusing and misleading.

The Agency is to investigate whether the schemes influence pricing or consumer choice.

Sir John Krebs, chairman of the FSA said: "Industry assurance schemes have a role in promoting consumer choice in the market, but it is essential that this choice is both clear and meaningful. We want more truth, less hype".