Pants designed to boost men's bulge
Body-conscious men can beef up their bulge with a new pair of pants from Marks and Spencer.
The underwear has a built-in "shelf" to enable those fretting over their lunchboxes to pump up their packages by more than a third, according to its makers.
The range, which goes on sale at Marks and Spencer later this month, has also been engineered to give its users a bum-lift.
Body-enhancing underwear has become a staple of the female wardrobe since the success of the Wonderbra and control pants made famous by Renee Zellweger in the Hollywood film Bridget Jones's Diary.
M&S pioneered male versions earlier this year with its range of "slimming vests".
Dave Binns, of M&S, said: "Women have been wearing and enjoying the benefits of shapewear for many years now and we saw such a positive response from men when we launched our Bodymax shaping vests earlier this year.
"Pants are the next natural addition to this range and our technologists have worked hard to engineer two styles that are comfortable to wear and that give real results. These pants provide a real confidence boost for men and we think they will prove popular with our customers."
The underwear, on sale from October 15, consists of a bum-lift pant and a frontal enhancement garment, both available in white and black.
The frontal enhancement pant, the first of its kind on the high street, will cost £10, is a hipster style and is made from a high quality, cotton stretch fabric.
The pant has been designed and constructed with a "unique integral shelf" which creates the enhancement effect, giving around a 38% visual enhancement in size, M&S said.