Drink Skinny Sprinkles is no better than half a tin of beans

A glamorous model sprawls languorously on her back, naked but for some strategically placed candy floss-coloured powder preserving her modesty.

This is the odd scene that welcomes visitors to the millennial pink-covered website for Skinny Sprinkles, the latest hot miracle weight-loss product. Click past the homepage and it turns out that sprinkling the products over your privates is not the route to shedding the pounds.

Rather, Skinny Sprinkles are designed to be added to water and consumed half an hour before meals, three times a day (21 sachets for £24.95) to help you feel full and consequently less inclined to overindulge.

Reality TV star Holly Hagan, along with her Geordie Shore co-stars Chloe Ferry and Sophie Kasaei, claim to have lost weight with the help of the seductively marketed, heavily instagrammed flakes, which have been dubbed “a gastric band in a glass” by fans. Lateysha Grace, of The Valleys, and Chloe Sims, of The Only Way Is Essex, are also said to swear by the product, if you take their social media posts at face value.