Leading supermarket Morrisons is preparing to feature health messaging on its bath and shower products, centring on cancer awareness through an unprecedented "first of its kind" collaboration with the NHS.

The initiative seeks to encourage customers to utilise "everyday routines", such as showering, to examine their bodies for potential warning signs of cancer. These include alterations to the skin and unexplained bruising or swelling.

This is especially important for women seeking to identify early indicators of breast cancer, as well as for men checking for testicular cancer.

Messages such as "Be Body Aware" or "Know the signs of cancer" will appear on the packaging of nine new shower and bath products, set to launch across all 450 stores and online throughout May.

The products carrying the new health messages include Muscle Soothe Sea Minerals and Sage Extracts Bath Soak, Tingly Mint Shower Gel, and Lavender and Water Lily Herbal Bath.

Customers are being encouraged to contact their GP if they spot anything that "doesn't look or feel right". While any new changes may prove to be harmless, it remains crucial to get them checked out.

The initiative forms part of a wider NHS campaign to raise awareness and detect early signs of cancer, when treatment is at its most effective. "We are proud to be partnering with the NHS again to raise awareness of the symptoms of cancer through the new body awareness messages on our own brand bath and shower products," said Morrisons corporate affairs director David Scott. "The messaging highlights the importance of spotting the symptoms early and encouraging people to reach out to their GP if something does not feel right, both of which can lead to earlier treatment and ultimately saving lives.

"It is a vital message and we believe in the importance of helping the NHS reach as many customers as possible to encourage them to get checked and be body aware."

The supermarket giant has joined forces with the NHS for the second time to feature health warnings across its product range, following a 2023 initiative that incorporated breast and testicular cancer guidance on Nutmeg-branded underwear.

"Spotting cancer early can save lives, and this partnership is a simple but powerful way to encourage people to be more aware of their bodies," said public health minister Sharon Hodgson.

"By placing these reminders on everyday products used by millions of people, the NHS and Morrisons are helping to make potentially life-saving advice part of people's daily routines.

"This is a great example of getting business and the NHS working hand in hand to build a healthy Britain where everyone lives well for longer. If you notice something unusual or that doesn't feel right, please contact your GP practice," Hodgson added.