George at Asda

George at Asda

September 12, 2012 11:43 ET

End to Love Handles with New 'Muffin Stop' Jean

George at Asda Launches the Ultimate Jean to Lift, Smooth and Flatten the Nation's Lumps, Bumps and Muffin Tops

- Two thirds of women hate their 'muffin tops' and would prefer a smoother silhouette like Kelly Brook

- Six in 10 men vote 'muffin tops' biggest turn off on a woman

- George at Asda launches The Muffin Stop jean, designed to banish unsightly muffin tops

LONDON, UNITED KINGDOM--(Marketwire - Sept. 12, 2012) - George at Asda has launched 'The Muffin Stop' - a UK fashion first for denim - to help women finally put an end to unsightly muffin tops and smooth their silhouette to create the ultimate hourglass figure.

Following a year in development The Great Bum and Tum women's jeans dubbed 'The Muffin Stop' use clever built-in technology to smooth stomachs, sides and simultaneously add a shapely lift to bums - making the nation's women look and feel fabulous for just £18.

George research revealed that two thirds of women hated their 'muffin tops' and lusted after a shapelier mid-riff like curvy celeb Kelly Brook who topped the poll for the best celebrity torso. And it's not just a female concern; six in 10 men voted the 'muffin top' as one of the biggest turn-offs. Many women admitted to considering surgery or punishing exercise sessions in an attempt to get rid of the unsightly extra tires. 72% of women would be willing to spend as much as £100 to get the perfect figure and 1 in 3 waste over £300 on jeans that they never wear because they do not fit.

In response, George has launched the Great Bum and Tum jeans, taking control-wear innovation to a new level and creating the perfect 3-way solution for women who wish to conceal their love handles.

George Brand Director Fiona Lambert said: "Our Great Bum Jean was so popular we sold 100 pairs of jeans every minute in the first few hours of going on sale. Following its tremendous success, shoppers asked for a fix-it jean that dealt specifically with their muffin tops, but we took this one step further to incorporate three common body confidence areas into one product without compromising on style. We love our innovation at George, and the latest figure-fixer - the Great Tum and Bum jean- offers the ultimate in lifting, smoothing and sculpting to give women perfect, enviable curves at an affordable price while remaining bang on trend."

A revelation to women carrying weight on their sides, the jeans boast 3-in-1 innovation technology which targets muffin tops and promises to smooth protruding tums and sculpt bums, both of which were also voted as key problem areas. More than 60% of the nation's women revealed they did not like their stomach area while 41% admitted they were unhappy with the shape of their bottoms. Over a third of shoppers revealed control garments were an all year round wardrobe essential for banishing unsightly lumps and bumps.

The jeans feature a higher curved side waistband designed to hold in love handles, an inner support panel across the waist designed to flatten the stomach and clever bum-lifting technology to create the perfect pert bottom.

Available in four colours and two different leg shapes to suit every occasion, shape and size, George at Asda's Great Bum and Tum Jeans are available in store and on George.com for £18

About Asda Stores Ltd.

Founded in the 1960s, Asda today is one of Britain's leading retailers. It has over 180,000 dedicated Asda colleagues serving customers from 542 stores, including 27 ASDA Living stores, 174 supermarkets, 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 98 per cent of UK homes.

About George

As one of Britain's best-loved retailers, George has been changing the face of British fashion for over 20 years. As the first supermarket to launch its own clothing brand in 1990, George at Asda is now sold through more than 540 Asda stores across the UK, has an online business with over 600,000 customers a week, and employs 10,000 people across the country. It is now also a global brand, exporting the best of British design, with ranges sold in seven different countries including Canada, Brazil, Chile, Argentina, Japan and the US, and through franchises in the Channel Islands. www.George.com

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.

Contact Information

  • George at Asda
    020 3003 6311