George at Asda Launches the Revolutionary New Bodysculpt Trunk for Men for Just £10

LONDON, August 18, 2011 -

• “Magic“ underwear set to solve shape issues for men across the UK
• Trunk provides lumbar support to the lower back

First came the man boob busting t-shirt; now George at Asda launches its most innovative body-shaping underwear to date - the Bodysculpt Trunk, also known as “The Manx.” It appears these products are not just for girls…men are also demanding more body-shaping underwear to help cheat their way to a buff physique.

Control underwear for men is already a big trend sweeping across America and with magic knickers galore on offer to make sure women look fabulous, George reveals men are demanding more body-shaping underwear for a quick-fix figure; Asda is leading the way to give them a honed and toned physique for as little as £10 - as part of their larger mens clothing range.

The high-waisted trunk is made from revolutionary compression fabric and ventilated panels to squeeze, cup and tuck men’s unruly bottoms, thighs and stomachs into shape for an overall slimmer and firmer appearance. It also provides support to the lower back, with 9 out of 10 men who tested the trunks in agreement.

George first gave men in the UK a taste for figure-hugging underwear in 2009 with the launch of its hugely successful Bodysculpt Vest - more popularly known as the moob tube. Designed to give guys an instant six pack for £7 and tackle any man-boob issues, the moob tube sold out on George.com in just 24 hours; to date George has sold thousands of the mens vests, with demand seeing regular sell-outs online.

Previous research by the supermarket found 60% of female shoppers highlighted their partner carries excess weight around the chest and stomach area. Of these, half of the women surveyed said that they would like their partner to change their bodies and take action*.

Heather Moreton, Men’s Essentials Buying Manager for Asda, commented: “The success of the George Moob Tube opened British men‘s eyes to the world of body-shaping underwear, which had already captured the hearts, bums and tums of men in the US. We know some guys worry about muffin tops and unmanageable body wobbles just as much as women, so why not offer them a little helping hand to look their best too? We‘re delighted to answer the demand and give our shopper what they want; the Manx will help men look and feel great - keep a look out ladies!“

The Bodysculpt Trunks are made from knitted fabric comprising of 85% Polyamide and 15% Elastane in well placed panels. This gives them the ability to squeeze and cup men’s wobbly tummies, bums and thighs into place, creating a smoother and firmer body shape.  

The Manx, in white, is available to buy on George.com for just £10 a pair. A black version will be available to buy online from 5^th September.

Notes to Editors

• Asda’s Pulse of the Nation Survey (2009)
• Before and after images and illustration available

About Asda Stores Ltd.

Founded in the 1960s, Asda today is one of Britain’s leading retailers. It has over 170,000 dedicated Asda colleagues serving customers from 424 stores, including 25 ASDA Living stores, 23 depots and eight recycling centres across the UK (Great Britain and Northern Ireland). It has its main home office in Leeds, Yorkshire and its George clothing division based in Lutterworth Leicestershire. Asda serves over 18 million shoppers a week in store and its growing home shopping business serves over 97 per cent of UK homes.

About Chosen By You

Chosen By You is an unprecedented re-launch of Asda’s entire mid-tier own brand range, consisting of over 6,923products. The launch follows an intense period of quality benchmarking and independent customer taste testing, which means Asda customers are given the very best in terms of quality and value. Every single one of the products has been tested by real customers up and down the country at 836 locations - and only those that get a big thumbs up make it into the range. Chosen By You has rolled out into Free From products and 4,250 tests have been conducted with the help from Coeliac sufferers. Asda have already conducted more than 370,000 blind taste tests involving 63,714 customers, making this the biggest piece of product testing ever done by a supermarket.

About Asda‘s Price Guarantee

With Asda’s Price Guarantee customers can be safe in the knowledge that the price they pay at Asda is cheaper than at Tesco, Sainsbury’s, Morrisons and Waitrose, otherwise we will refund the difference.

ASDA PR Team
Telephone: +44(0)20-3003-6555
email: asda@freud.com

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