News, views and top stories in your inbox. Don't miss our must-read newsletter Sign up Thank you for subscribing We have more newsletters Show me See our privacy notice Invalid Email

Loughborough-based company Shreddies Ltd. have formulated flatulence-proof underwear designed to help those awkward smells.

The hi-tech pants contain the same technology used in chemical warfare suits and are apparently 'reactivated' every time the garments are washed.

A spokesperson for the company told the New York Daily News they are trying to combat a problem which they say affects "millions of people".

They added: "Although Shreddies has got cheeky with the new campaign, to many people they still remain very much a healthcare product and have helped so many cope with conditions such as IBS, Crohn’s and food intolerances.

"But the bottom line is that Shreddies are for everyone, after all, it’s something we all do.

"Flatulence seriously affects millions of people every day and since 2008 Shreddies has been helping those affected increase their quality of life.

"We have found the answer to help alleviate the most obvious symptom of flatulence… the odours."