Christmas cracker firm Swantex has dropped dozens of jokes, including mother-in-law gags and references to animal cruelty, in favour of more “politically correct” alternatives.

The company, Britain’s biggest manufacturer of crackers, said the overhaul was needed to make sure its humour was in keeping with “changing attitudes”.

Among jokes to be dropped is: “What does a transvestite do for Christmas? Eat, drink and be Mary.”

They are being replaced by one-liners such as: “What athlete is warmest in winter? A long jumper.”

A spokesman for Swantex, which is owned by the Byk family, said: “Jokes are tested by an experienced Swantex panel, including members of the Byk family in laboratory conditions, ie. over lunch with optional wine. Jokes that fail to register a smile or a groan are not included in crackers.”

Garry Whannel, Professor of Media Cultures at the University of Bedfordshire, told the Daily Mail: “Pulling a cracker is a ritual and part of that ritual is knowing the jokes are not very good.

“It’s not the quality of the humour that makes crackers fun. The pleasure of them is in the shared recognition that the jokes are groan-inducing.”

None of these jokes are endorsed by 7Days staff.