A Shropshire businessman has come up with a novel idea for image conscious 4x4 owners.
Colin Dowse was so surprised by the growing numbers of spotless off-roaders in our cities, he thought they could do with a make-over.
Now, thanks to his spray-on mud in a bottle, suburban 4x4 owners can trick their neighbours into thinking they have spent the weekend hurtling across the highlands instead of just driving around the city.
Mr Dowes came up with the idea as he sat moaning with his mates in his local pub about the rise in 4x4s driven by townies.
"It started off as a bit of a joke and I wouldn't have thought it would be an earner," he said.
"I never talk to the customers but it is selling well in the South and London.
"It is flying off the shelves and we are talking about distributing it in Germany, Holland, the US and Canada."
John Macmillan, who was at the pub when Mr Dowes came up with the idea a year ago and is now a lawyer to Spray-On Mud Ltd, said: "There is nothing like a bit of spray-on macho mud to give you credibility among your neighbours.
"It is a versatile product, you can also use it to break in your new green wellies, or spray it on your wax jacket."
The Shropshire mud, which is strained to remove stones, is priced at £7.95 a bottle.