It sounds like the kind of spoof advert you might find in a copy of Viz - but this is no joke.

Next month, two business pals from Brighton and Hove are launching a product which freezes and deodorises dog poo - making it easier to pick up.

The aerosol, called Fred Freeze, is already a big hit with dog owners in Europe.

Now public relations director Jo Brooks and salesman Paul Braithwaite have been given an exclusive licence to sell the innovative product in Britain and Ireland.

Mr Braithwaite, from Saltdean, Brighton, was approached by a friend who co-owns the Fred Freeze company in Italy to find British distributors for the product.

He said: "I think it will really take off over here. We are a nation of dog lovers but cleaning up after them has never been a particularly pleasant task. Dog owners will love it."

"The whole message here is creating cleaner parks and town centres for everyone."

Fred Freeze, developed at Innsbruck University in Austria, hardens the surface layer of the poo making it simple to pick up in one go - even on grass.

Each can contains enough spray to zap approximately 20 poos. The spray also acts as a disinfectant.

There are approximately 6.8 million dogs in Britain, which produce a nosepinching 900 tonnes of dog mess every day. Allowing your dog to foul the streets carries a £50 fine.

Ms Brooks, who has a three-month old Jack Russell called Bruce, said: "It's a great idea - a very simple concept and easy to market.

It's genius. I know it sounds a bit like a joke but I am sure people will quickly get used to the idea. It's the next step along from poop a scoop."

"Although allowing your dog to foul the pavement is illegal, how many people know it's illegal. It carries a £50 fine but have you ever seen anyone being fined?

"Hopefully this product will encourage all dog owners to take responsibility for their pet's mess."

Fred Freeze will be retailing at £4.95.

The business partners are in talks with various distributors at the moment and hope to have the product on the shelves next month.

They will also be approaching local councils.

Ms Brooks added: "It would be a good idea for authorities to try this out because it will make the street cleaners' job a lot easier and help to hide unwanted evidence' from the tourists."