Customers will even be able to 'double up' on the flesh-coloured padding to make their bum seem as big as possible. It is the biggest-scale outing so far for the 'padded bra for the bum', which has already proved a hit with online shops like Asos. More... The sad curse of the jungle bikini girls: The new I'm A Celebrity gimmick? A shower powerful enough to blast off swimwear. But, as we reveal, it's a fate fit for previous desperate wannabes... Kim was wonderful - and I'd love to shoot her mother: Bruce Weber on how 'celebrities aren't so important' - unless they are a Kardashian It is also the cheapest, with Asda claiming there is no thriftier option on the high street. The supermarket's clothing arm George launches the seam-free pants - nicknamed Great Bum Briefs - today after running a poll which found more than half of women were unhappy with their bottom. Buying director Helen Connolly said: 'Shapewear is fast becoming an essential wardrobe staple for British women. A poll by the supermarket chain found Nicki Minaj, pictured, was one of the celebrities most envied for their bottom A poll by the supermarket chain found Nicki Minaj, pictured, was one celebrity most envied for her bottom Kim Kardashian arrives to visit the Louvre Museum on September 15, 2010 in Paris, France Kim Kardashian launches her new perfume, exclusive to Debenhams, called True Reflection, in London. Curvy: American TV star Kim Kardashian, pictured, was also named among the top five celebrity bottoms 'We are expecting our customers to really get "behind" this new product.' The supermarket's poll found 92 per cent of women already buy some kind of 'shapewear' to improve their look - with 42 per cent spending up to £100 a year. And 52 per cent are unhappy with their bottoms as they currently are, the survey found - far more women than were dissatisfied with their stomach (33 per cent) or thighs (15 per cent). The celebrity with the most envied bottom was Scarlett Johannsen - with Cheryl Cole, Nicki Minaj, Kim Kardashian and Pippa Middleton making up the rest of the top five. It is not the first time Asda has tried to cash in on the bum-enhancing craze. The supermarket said its Great Bum and Tum Jeans became the best selling pair of jeans in its history, shifting 600 pairs in the first five hours of sale. There are already several pairs of padded pants on the market, with Spanx booty boosting shorts getting the biggest thumbs-up from our Femail writers earlier this year. But at £72 a pop, they won't leave much change in the back pocket to do the 'Asda price' spank.