Starbucks has launched a limited-edition cookie with transgender charity Mermaids.

The Mermaids Cookie is part of Starbucks’ #whatsyourname campaign, that it described as celebrating “the life-changing moment facing some transgender and gender diverse people as they use their new name in public”.

Designed in the shape of a mermaid’s tail, the cookie contains shortbread, a blue glaze and hand-piped purple icing. It is made from natural colourings.

Consumers can show their support on social media by taking a photo holding the Mermaids Cookie, striking a mermaid pose and using the hashtag #whatsyourname, said the company.

Fifty pence from the sale of each product will go towards the aim of raising a minimum of £100k for the charity and grow its helpline services, which provide support for young transgender people and their families.

The coffee company collaborated on the design with the charity and artisans from family-run bakery Cakehead.

The #whatsyourname campaign is inspired by real life experiences of people who find Starbucks stores to be a safe space and won the Channel 4 Diversity in Advertising Award.

Available now at Starbucks stores nationwide, the cookie retails from £1.89.