Morrisons is adding labels in boxer shorts and bras urging buyers to contact their GP if they notice possible signs of breast or testicular cancer.
Packaging will feature QR codes that can be scanned using a phone to access further advice online.
Men’s boxers and crop top bras sold by the supermarket in its own-brand Nutmeg range will carry the first set of labels.
Morrisons has teamed up with NHS England for the life-saving campaign.
Dame Cally Palmer, NHS England’s national director for cancer, said: “This partnership with Morrisons is just one of the many ways we are ensuring people are aware of symptoms.
“Cancer survival is at an all-time high. Survival for both breast and testicular cancers have improved significantly over the last 50 years and we’re seeing more people than ever before diagnosed at an early stage.
“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.”
Signs of breast cancer could be a lump or change in the look, shape or feel of breasts, while warning signs for testicular cancer include painless swelling, a lump or change in shape or texture of the testicles.
Over 90 per cent of women live for at least five years if their breast cancer is diagnosed early, but this falls to 39 per cent if the disease spreads.
Almost all men survive testicular cancer, but if it spreads, five-year survival rates can drop to 65 per cent.
David Scott, corporate affairs director at Morrisons, said: “We are proud to be leading the way in offering NHS England a new route to reach customers with important messages about body awareness.”
