The product can be used for indoor and outdoor applications and it is manufactured from 100% natural plant fibres and natural latex. It is patented and suitable for digital printing.

A spokeswoman for Natural Adcampaign said the product brings "a brand new level of sustainable media into the marketplace".

She added that natural fibres require a fraction of the energy to manufacture compared to synthetic products, and absorb large amounts of CO2 during growth.

After use, over 90% of the material is then compostable, which creates natural fertilisers.

The eco advertising consultancy provides alternative natural media. It is also developing new environmentally-friendly coated materials and pop-up banners, which will be launched over the next nine months.