LONDON, UK (BRAIN) – Hornit is launching its 140 decibel bicycle horn in North America, with distribution by Action Bicycle, Olympic Supply Company, Cyclone Bicycle Supply and Cycles Lambert.

The $44.95 retail horn is designed to be heard above city noise and car radios. It is operated by a trigger positioned under the cyclist's thumb on the handlebars. It runs on two AAA batteries, which last 6-12 months with normal use.

The product was invented by London-based ex-lawyer and Ironman triathlete, Tom de Pelet and launched at the London Cycle Show in January 2012. It's already sold in 20 countries.