Now and then a product ­arrives to truly change the way we live our humdrum little lives. Like the Bin Buddy or the Nando's ­insta-spice grinder thing.

Ladies and gentlemen, brace yourselves for Fellas, the "intimate wipe" for men, heralding the dawn of a new age in personal care paranoia.

In fact, it's mostly the girls that should listen up. For while these orange-scented, balm-infused wipes finally address that sweaty crotch problem you didn't even know you had, the thrust of the marketing is pretty clear from the ­online teste-monials.

"My husband is so clean now right throughout the day, it helps keep the romance alive," enthuses Nicola Ashcroft, a dental nurse from Swansea. What Mr Ashcroft makes of having his smelly groin held up to ridicule is a mystery.

"My partner started to use these wipes and now I feel so much more confident in being spontaneous with him," says Rachel Simpson of Middlesbrough. "After all," she notes sagely, "cleanliness is important."

Wise words. And what could be more spontaneous than swabbing your 'fella' with a perfumed tissue ­especially ones that are, the maker boasts, "safe for oral contact"? That must be the smell of love in the air!