Alison Henbest, Head of Tescodiets.com said: "Losing wieght is a very sensitive issue for men.  However, men can lose weight in private, without having to endure the embarrassment of the weekly weigh-in. It is not unusual for a woman to sign up to our service because she wants to look better in her bikini or little black dress, or slim into her dream wedding dress'. Tescodiets.com said the number of male subscribers to its site had gone up from 4,500 six months ago to 9,000. Head of Tescodiets.com quotes '"Men-friendly" meal plans have been specially created to allow moderate amounts of alcohol and the occasional curry or fry-up', she said. For men, the reasons are entirely different. Eighty per cent of our male subscribers are 40-plus and many have had a wake-up call with regards to their health."