Asda rolls out Muffin Stop jeans

Published on 08/09/2012 14:26

FOLLOWING the success of its Great Bum jeans, supermarket ASDA has launched a pair of denims nick named the Muffin Stop – designed to help women avoid hanging out over the top of their jeans.

The new trews have specially reinforced panels and a high waist aimed at preventing the kind of overhanging middle section known as a Muffin Top.The trousers, which cost £18, go on sale across Britain this week 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.”