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It may be loved by children - but this sweet treat looks suspiciously like a condom.

Known as 'Bubble Cream', the dessert is wrapped in a rubber sheath requiring the eater to bite through the tip.

The weirdly-packaged treat is growing in popularity in China, but has attracted criticism from parents who say they are too embarrassed to explain to their child why they shouldn't be eating it.

Parents criticised the product after photos showing children buying the ice cream in Shenyang were posted on a microblogging site by a user with the surname Jiang.

(Image: Rex)

The Global Times reported him as saying: "I was stunned that it looked just like a condom.

"I would feel embarrassed to eat it as an adult, let alone giving it to a child. How can they sell products like that to children?"

Father of a primary school child, Mr Wang, said: "I don't know how to explain to my kid why he shouldn't eat it. He's so little. It's really embarrasssing."

A London lawyer recently slated Nestle for having an image which looked like a penis molded onto a Milkybar – the shape is supposed to be a horse's head.