Australian underwear manufacturer AussieBum launched Wonderjock Pro promises to make men look bigger in the nether region.

More than 40,000 pairs of the jocks have been sold around the globe in just ten days, with 6000 walking off shop shelves in Australia.

AussieBum spokesman John Scott said the idea is four years old, and in response to overwhelming demand for "more padding, more lift" its latest offering is the equivalent of the Wonderbra.

"It began with customers asking us to produce underwear that would give them support and enhance their looks," News.com.au quoted Scott as saying.

The new range also sells online -- promising secrecy in purchase. And the sales are not targeted towards a gay market but mainstream, said Scott.