The Swedish dad who's spent the last few months attempting to squeeze milk from his breasts has thrown in the towel, with nothing more than "sore breasts" to show for his efforts.
Student Ragnar Bengtsson, 26, said that male lactation "could prove very important for men's ability to get much closer to their children at an early stage". He accordingly embarked on a rigorous regime of moob-pumping, designed to tease nourishment from his man mams.
His efforts, which involved "stimulating his breasts with a pump" at three-hour intervals, were followed by a television crew, and it was in the TV8 studios on Tuesday that the dream of lactation finally ended with the "Milkman" making his ultimate, defeated, appearance before the cameras.
Or not quite, because Bengtsson has been invited to appear on the The Tyra Banks Show, where presumably he'll trade pumping tips with the celebrity US hostess. Quite what American audiences will make of the whole thing remains to be seen, but not everyone in Sweden was enthusiastic about Bengtsson's bid for sexual equality.
Magnus Talib, a member of the TV8 production team, said: "We never expected the enormous reaction we got; a lot of people were almost blinded with disgust." ®