AN invention designed to revolutionise road safety is on the verge of breaking into the North American market.

Reevu, based in Low Willington, near Crook, County Durham, created a cycling helmet with an built-in rear view mirror which it claims makes it safer for cyclists to see traffic behind them as they ride.

The firm's European launch was very successful, with 10,000 helmets sold in the first seven weeks. Manufacturers instigated a second production run after stocks sold out.

Now, the design and manufacturing firm has fought its way through stringent US safety tests and laws to gain a North American CPSC safety standard, which passes it for sale on the open market.

Last year, 15.5m bicycle helmets were sold in the US, partly on the back of laws in nearly half the individual states stipulating protective headgear must be worn.

Australia will be the next target market because it also has made it law that cyclists and skaters should wear helmets.

Reevu believes it could hit the big time on the back of a marketing strategy to keep the price of its helmets similar to others which do not have the rear view mirror technology.

The potential growth of the company is enormous, particularly if it is successful in developing the product to suit motorbike riders as well.

Reevu's promising future is expected to safeguard up to 200 British manufacturing jobs and is likely to create design, administration and promotion jobs in the county.

Director Graham Steele said: "This is a product born out of the North-East's innovation, following on from the steam engine and electricity.

"I think it is something that the region and Britain should be proud of.

"Reevu's success is bound to create job opportunities and we'd love to keep as many as possible in the area."

Co-designer and operations director Billy Morgan said: "We always knew that we had a great idea on our hands, but the response has been staggering.

"We have got most European countries covered, but we are now moving into India, Taiwan, Japan and Australia. For further details visit the website at www.reevu.com