IT’S the invention pubs and restaurants have been dreaming of – the smokeless cigarette.

A non-carcinogenic alternative to the traditional packet of fags is about to be unveiled in Bournemouth.

The manufacturer claims its invention, the Similar, offers the feel and taste of a cigarette, but without the smoke. And it’s not covered by the law forbidding smoking in enclosed public places.

Notar (UK) Ltd will be bringing the Similar to the Hotel and Catering Show at the BIC on March 16-17.

Andrew Wrench, director of the Warrington-based company, said: “Publicans believe the ban has driven customers away. Many of the country’s 11 million smokers are believed to have felt marginalised by the ban and simply stayed at home. That loss of custom has contributed to the growing number of pub closures across the country.

“But the arrival of the Similar has had a huge welcome from publicans. They see it as a golden opportunity to welcome back smokers and revive a flagging business sector.”

The company says the product was developed in Germany using nano-technology.

Similars retail in a choice of two flavours for around £6 for a packet of 10 – around the price of 20-30 cigarettes.

They allow smokers to inhale the flavours of tobacco and get a nicotine buzz, but without the tar and the carcinogens, it is claimed.

Unlike electronic cigarettes which have been marketed in recent times, it does not emit any vapour or require batteries and could safely be taken on aeroplanes.

It is being made available in pubs and clubs following a deal with vending machine company the Cherwell Group.

Bryan Ford, sales director with Cherwell, said: “Publicans need to attract people onto their premises if their businesses are to be viable and the availability of a smokeless cigarette that can be ‘smoked’ on the premises will have a tremendous positive impact on the trade.”