Sweet tan! Would you chew on gummy bears in a bid to get brown?

It's a truth well known that almost everyone looks better with a tan.

Given that direct exposure to the sun is dangerous for our health, the beauty industry has invented myriad means for simulating that fresh-off-the-beach look.

From sprays to sunbeds and lotions to mousse, there’s an overwhelming variety on the market.

And now, the choice just got bigger, as UK brand UTan just launched the world’s first edible tanning supplements which – adorably – come in the form of gummy bear sweets.

Billed as being ‘more powerful and far superior than anything else available on the market today,’ the little browning bears ‘accelerate and enhance’ bronze tone in pale skin; with and without the sun.