The supermarket's clothing brand George has launched the range online in response to a growing concern over excess chest fat or ‘Moobs' amongst British men.
According to Asda's Pulse of the Nation survey - its panel of more than 18,000 consumers - 60% of women admit their partner has a beer belly. However, only half of these women said they would like their partner to take action to beat their growing guts. The remaining 50% were happy with their partners as they are.
In response to the research Asda has launches the Body Sculpt Vest which helps support and shape excess fat around the chest and stomach area to give the illusion of a flat chest. The Vest, which costs £7, has just launched online allowing consumers to buy with anonymity.
Fiona Lambert, brand director at George said the launch reflects an increase in male body confidence issues. ‘Women have control underwear and push-up bras, so why shouldn't men have a little help to?' she added.
A recent survey from the British Association of Aesthetic Plastic Surgeons (BAAPS) reported a 44% increase in male breast reduction surgery and stomach liposuction between 2007 and 2009.
This is not the first time that British men have found their chest's in the spotlight.
In September this year People for the Ethical Treatment of Animals (PETA) to ditch meat to get rid of their moobs.
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