Calling it highly inappropriate, critics say the English supermarket chain Tesco is marketing a "bust-booster" bra to 7-year-olds.

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The Cherokee padded bra, which costs about $8 and mimics a low-cut style to flatter womens' cleavage, is on Tesco shelves near other clothing for 7- and 8-year-olds,The Daily Mail reported Monday.

Critics argue the bra, called a "bust-booster," is highly inappropriate for girls as young as 7, especially because most girls that age haven't even begun developing breasts.

"Children grow up quickly enough as it is. The last thing they need is a product like this," London mother of two Julie Stephens said.

Tesco has defended its product, claiming it is not meant to be sexually provocative.

"It is a product designed for girls at that self-conscious age when they are just developing. Designed to cover up, not flatter, it was developed after speaking to parents," a Tesco spokesman said.

Tesco was slammed once before in 2006 for selling a pole-dancing product in its online shopping toy section. The product was taken off the company's Web site.