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The hi-tech pants, created by Shreddies Ltd. based in Loughborough, feature a highly absorptive carbon cloth back panel which traps and neutralises flatulence odours.

The thin and flexible cloth, which contains Zorflex - the same activated carbon material used in chemical warfare suits - is reactivated simply by washing the pants.

Shreddies say through extensive testing the carbon cloth could filter odours 200 times the strength of the average flatus emission.

The award-winning healthcare product is particularly useful for sufferers of digestive disorders such as IBS (Irritable Bowel Syndrome), Crohn's disease, Colitis and food intolerances.

Suitable for men and women the underwear comes in a range of styles and is designed to fit more snugly than conventional underwear.

Women can buy Shreddies in briefs, high-leg briefs or shorties, while men can purchase support boxers, adjustable support boxers, hipsters and briefs.

It has even been reported that Frank Lampard has worn the underwear, so there is no need to be embarrassed buying them.

In the last few months Shreddies has signed up to sell its product in 11 UK retailers including Fenwicks and Bentalls.

A spokesperson at Shreddies Ltd. said: "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, its something we all do. Flatulence seriously affects millions of people every day.”