British supermarket chain Morrisons has collaborated with the country’s National Health Service (NHS) to place cancer awareness advice on the Nutmeg-branded underwear labels.

The messaging on the label will urge people to contact their general practitioner (GP) as soon as they spot any potential symptoms of breast or testicular cancer.

Products with the new labels will be available at 240 Morrisons stores located across the country.

Initially, this NHS advice will be printed on boxer shorts and will later be implemented for Nutmeg’s crop top bras in the upcoming months.

The supermarket giant explained that the NHS guidance will be displayed alongside the standard sizing and care information on the fabric labels.

Customers can also scan the QR code given on the packaging and tags that will take them to the official NHS website and provide detailed information on both breast and testicular cancer.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

NHS national director for Cancer Dame Cally Palmer said: “This is the first time the whole of the NHS has worked with a national supermarket brand to put health messaging on clothing, with the aim of encouraging thousands more people to be body aware, so they can spot new or unexplained changes that might be cancer symptoms early, and contact their GP practice for checks if concerned.

“I want to urge everyone to be aware of their own bodies – please look out for lumps and bumps or anything else that is unusual for you – and get checked out early, it could save your life.”

The effort to roll out Nutmeg’s new range featuring NHS advice is being supported and modelled by Natalie Robinson, who underwent surgery for breast cancer, as well as by Edward Solly, who received treatment for testicular cancer.

Morrisons’ corporate affairs director David Scott said: “The new care labels on our crop top bras and boxers urge people to get to know their bodies so that they can more easily notice changes and to contact their GP practice sooner if something doesn’t feel right.”