Virgin Media says its new SuperHub 2ac (VMDG490) router supports faster speeds than those available from its major rivals.
Joe Lathan, Director of Broadband at the cable operator, explained that the device has been designed to help customers "enjoy every megabit of their Virgin Media connection".
"Data usage is growing by around 60 per cent each year as customers connect more devices to their home networks than ever before," he noted.
Mr Lathan said the Super Hub 2ac can help meet these demands, by offering the fastest wireless speeds on Virgin Media's ultra-fast network.
He claimed the router can offer ultra-fast connectivity even when multiple devices are being used around the home at the same time.
Virgin Media cited the results of a Farncombe study as evidence to support its claims.
The research - which involved speed testing in the 2.4GHz spectrum band - showed that the Super Hub 2ac delivers short-range average speeds of 103.3Mb.
The medium-range average was found to be 97.0Mb, while the long-range mean was 56.3Mb
The nearest challenger was the BTs Home Hub 5, which delivered speeds of 93.8Mb, 55.4Mb and 35.6Mb respectively.