Morrisons has announced a new partnership with the NHS which will see cancer awareness messaging added to its underwear labels.

The supermarket’s own brand Nutmeg underwear lines are set to feature labels which will urge consumers to contact their GP if they spot potential symptoms of breast or testicular cancer.

A QR code will also be added to items’ packaging and tags linking customers through to more detailed information on breast and testicular cancer on the NHS website.

Initially deploying in men’s boxer shorts, followed by crop top bras and other items, Morrisons said the NHS advice labelling will roll out on items sold across its 240 UK stores in the coming months.

“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,” said Cally Palmer, NHS England’s national director for cancer.

She added: “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.”

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