Diageo has designed what it claims is the first advertising to appear on a barbecue briquette.

The innovation will see Pimm’s branding printed on pieces of charcoal and is aimed at targeting consumers while they fire up the barbecue.

The company said it was unlikely the briquettes would appear in shops until next summer when it hoped to strike a distribution with a major multiple to sell them nationally.

Candice Burton, Pimm’s brand manager, said the company still had to find a manufacturer to work with.

“We know that over 200 million barbecues take place in Britain during a good summer,” she said.