The muffin stops! For 18 from Asda will banish hard-to-shift flab above your hips

The muffin stops! For 18 from Asda will banish hard-to-shift flab above your hips

Two thirds of women hate their 'muffin top' area40% of women hate their bottoms, research reveals
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UPDATED:

01:00 GMT, 7 September 2012

Diet and exercise used to be a woman's only weapon against the dreaded muffin top.

But there could be a much easier way to get rid of that hard-to-shift flab above the hips – or at least, to appear to have done.

Supermarket chain Asda claims to have created a pair of jeans that can flatten stomachs and smooth away love handles.

George at Asda hopes to put an end to love handles with the new 'Muffin Stop Jean

George at Asda wants to put an end to love handles with the new 'Muffin Stop jean

Before and after: The new jeans claim to banish the rolls of fat often seen hanging over jeans

Dubbed the 'muffin stop', the jeans
feature a high, curved waistband and an inner support panel which
ensures any wobbly bits are held within the trousers, rather than
bulging over the top.

They are also cut to flatter the bottom and make it appear more pert.

Asda said they decided to create the
'Great Bum and Tum' jeans after research revealed two-thirds of women
hate their muffin tops.

The 'muffin stop' jeans claim to hold in muffiin tops and lift bottoms with clever panels and a high waistband

The 'muffin stop' jeans claim to hold in muffiin tops and lift bottoms with clever panels and a high waistband

The retailer said they hoped the
trousers, which cost 18 and go on sale across Britain this week, would
be as big a hit as their 'Great Bum' jeans, which sold 100 pairs a
minute after they were launched last year.

Pugh cartoon

The new design is offered in four colours and with either a straight or boot cut leg.

Fiona Lambert, brand director for George at Asda, said: ‘Following the tremendous success of our ‘Great Bum’ jean, shoppers asked us for a fix-it jean that dealt specifically with their muffin tops.

‘We took this one step further to incorporate three common body confidence areas into one product, without compromising on style.

'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 survey last month found love handles were the most hated part of a woman’s body, followed by saddle bags (fat on the outer thigh), bingo wings (fat on the upper arm) and fat on the inner thigh.