Asda has hit out at high street giant M&S for insisting on a £2 surcharge on bras sized DD above, despite protests that M&S is putting a tax on women with larger busts.
Marks and Spencer has said bigger bras need more work in order to develop a greater level of support in the garment, so the extra cost is justified.
But campaign group Busts 4 Justice said that the pricing discriminates against largest busted women, while other items of clothing, such as t-shirts and trousers, are the same price regardless of size.
George at Asda said that it did not charge more for DD Cup bras and above, and did not compromise on the quality.
George brand director Fiona Lambert said: “Retailers should put an end once and for all to one of the last prejudices - that of the bigger busted woman. Real women come in all shapes and sizes and so bras at George are exactly the same price from A cup through to F cup.”
Lambert added: “No one would dream of charging one price for a size seven men’s sock and a different price men with larger feet.”
Asda said that UK women have the largest busts in Europe, with over a quarter (25.6%) of the female population wearing a size D-F. The percentage of women buying D-F cup bras has risen almost 3% since last year and the average size is now 34D.
M&S is reported to have ruled out changing its bra prices, despite the protests. A company spokesman said: “We have looked at it but we will not be making any announcements on this.”