A bizarre product with a bizarre campaign against flatulence.

Flatulence affects millions of people every day and UK underwear company Shreddies have manufactured a fashionable solution for smelly derrières,

The underwear incorporates ‘Zorflex’, which is a carbon cloth previously used in chemical warfare suits in the military but is used to combat flatulence odour.

Shreddies has won awards for the innovative design of their flatulence filtering and ‘life-changing’ qualities.

Extensive testing of the chemical warfare material proved the carbon cloth could filter odours 200 times the strength of the average fart.

Their newest campaign has gone viral with the use of a cheeky image featuring a male models playfully sniffing the female models Shreddies.

The campaign has gone viral, with the firm saying they are busy with media requests from all over the world.

A Shreddies spokesperson says the product is very much a healthcare product and has helped so many cope with conditions such as IBS, Crohn’s disease and food intolerances.

Shreddies underwear is made for both men and women. In 2009 Shreddies were recognised for their innovative work and were awarded the ‘Look Good Feel Good award’ from the Association for Continence Advice (ACA)

The ACA are an organisation for health and social care professionals and the idea behind the ‘Look Good Feel Good award’ is to recognise products, which are comfortable, attractive and instil the user with confidence.

To find out more about Shreddies products visit www.myshreddies.com