UK supermarket chain Morrisons has joined forces with the state-run National Health Service (NHS) to put advice labels on underwear about the early warning signs of breast and testicular cancer.

The initiative comes amid record waiting times for NHS treatment due to a pandemic backlog, repeated doctors' strikes and long-term difficulties retaining staff.

The Nutmeg branded underwear featuring NHS advice will be in 240 stores nationwide, initially in boxer shorts and followed by crop top bras in the coming months, according to a statement issued by the supermarket chain. 

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NHS guidance about early symptoms including changes to the look and shape of breasts or painless swellings in testicles will be accompanied by a QR code linking customers to more detailed information on the health service's website.

'A new route'

"We are proud to be leading the way in offering NHS England a new route to reach customers with important messages about body awareness and the symptoms of breast and testicular cancer," said David Scott, Corporate Affairs Director at Morrisons.

"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.

"In the majority of cases, it won't be cancer, but where it is cancer, diagnosing it early means treatments are more likely to be successful and can ultimately save lives."

The supermarket chain highlighted the national figures showing that 91 percent of women survive for at least five years if diagnosed at an early stage of breast cancer, where the tumor is small (stage one), whereas this reduces to 39 percent where the cancer has spread to other parts of the body (stage four).

While nearly all men survive testicular cancer, if the cancer has spread, survival for five years or more can reduce to 65 percent.

"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," said NHS England's National Director for Cancer, Dame Cally Palmer.

She said cancer survival is at an all-time high, with survival for both breast and testicular cancers having improved significantly over the last 50 years as the trust is "seeing more people than ever before diagnosed at an early stage – and this partnership with Morrisons is just one of the many ways we are ensuring people are aware of potential cancer symptoms."

'A vital message'

The launch of the Nutmeg range is being modeled and supported by Natalie Robinson, who recently underwent surgery for breast cancer and Edward Solly who received treatment for testicular cancer. 

"As someone who is going through cancer, I'm passionate about raising awareness of the signs and symptoms of breast cancer and supporting this amazing partnership from the NHS and Morrisons seemed like the perfect opportunity," said 35-year-old Robinson. 

"The labels carry such a vital message and I want to help encourage as many people as possible to contact their GP practice if they see any unusual changes to their breasts, it could save their life!"

Solly also welcomed the "brilliant initiative."

"As a cancer survivor myself, I know that a daily reminder to be body aware really could save your life… who knew a pair of undies could hold so much power? Getting diagnosed early really can make all the difference," said Solly.

The UK government said last week that cancer treatment targets in England would be streamlined from October with the objective of diagnosing and treating patients faster.

The new strategy aims to diagnose 75 percent of people at an early stage.

Some cancer charities welcomed the treatment shake-up but others warned steps still need to be taken to tackle the country's "current disastrous cancer performance."

Radical new plan needed

Oncologist Pat Price, co-founder of the #CatchUpWithCancer campaign indicated the target needed to be 95 percent not 75 percent.

"The only measure that will 'move the dial' is the development and implementation of a radical new plan backed up with smart investment in people and kit," she said.

Research published last month by the Swedish Institute for Health Economics found cancer survival rates in the UK lagged behind those of other European countries.

However, more people than ever before are being seen and treated by the NHS for cancer. In the last year, the number of people receiving lifesaving checks for cancer hit nearly three million (2.92m) – more than any other year on record.

And due to extensive NHS campaigns and early diagnosis initiatives, a higher proportion of cancers than ever before were diagnosed at an early stage in the year 2022-2023 – 58 percent of cancers diagnosed at stage one or two compared to 56 percent before the pandemic. 

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