An undated handout photo of Canadian company Solestrom’s new bikini that goes on sale in August 2006 with a UV meter built into its belt and an alarm that beeps to tell wearers when to head to the shade.

Some 59 per cent of Brits admit to falling asleep in the direct sun, so the electronic gizmo, which attaches to the swimsuit and beeps every 15 minutes to remind users to roll over, or wake up and seek shade, could be the answer. It made its debut on the beach at Brighton.

Solestrom’s spokeswoman Emily Garassa said the company was already seeing high demand from Australia and South Africa, which have the world’s highest skin cancer rates.