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.”
The carbon cloth panel is thin and pliant and contains zorflex- this is the same material that is used in suits designed for chemical warfare. Washing the pants reactivates the chemical. It has also been discovered through broad testing that, the panel at the back of the pant that is made of the carbon material could sieve odors up to 200 times stronger than that of normal flatus emissions. This kind of pants comes in handy to people who suffer from various irritating digestive disorders.
According to their website:
Shreddies odour-controlling underwear is manufactured with love in the UK. Using the best materials to ensure the highest standards. Shreddies Flatulence filtering underwear are a proven medical solution to flatulence, whatever it’s causes. There are numerous causes and conditions associated with excessive flatulence, such as IBS and Crohn’s disease, but it can also be caused by eating some high fibre foods, swallowing too much air, drinking gassy drinks and smoking. Anybody that suffers from flatulence problems will know of the social issues that it can cause. Not only do Shreddies work by effectively removing flatulence odours, but they also help to give that added assurance and often much-needed confidence. The Shreddies motto is ‘Fart with confidence’ and our underwear ensures just that. Our patented filter underwear removes odours through the use of a thin and flexible carbon cloth.
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BEST IDEA EVER: Pants for the fart prone… now you can buy flatulence-proof underwear