Tesco is calling on male shoppers to get in touch with their feminine side.

Limited-edition pink trolleys are being rolled out at selected stores so men can support the 730,000 women taking part in Cancer Research UK's Race for Life.

The idea comes ahead of the 2010 series of 5k women-only events scheduled for this summer. Tesco has supported the event for nine years, but never so flamboyantly. Every little helps.