Coronation Street is considering launching its own line of underwear, according to one report.

ITV is set to cash in on the popularity of the soap by launching branded venues and products, The Guardian reports, with a range of underwear named after Weatherfield factory Underworld in the pipeline.

Corrie spin-off items apparently being considered for launch in the run-up to its 50th anniversary in 2010 include Rovers Return pub food, tea sets and clothing lines.

ITV has reportedly already trademarked Newton and Ridley, the fictional beer served in the Rovers pub.

The paper quotes Gustavo Antonioni, commercial brands director at ITV Global Entertainment, as saying: “This is a huge change for ITV, but it is not just about the money. It is about how you grow the brand over the long term. This isn’t about going out there and licensing the heck out of things.”

ITV is also thinking about creating brand spin-offs for rural soap Emmerdale, such as Woolpack-branded drinks, named after the show’s pub, a gardening club and clothing ranges