the back of the 'beefcake' range reads:

BEEFCAKE (slang, orig. U.S.) [humorous, after CHEESECAKE],
(a display of) a sturdy masculine physique.
In 1915 George Miller photographed the Russian opera singer, Elvira Amazar, for a New York newspaper. He had her hike up her skirt for the shot and according to legend, when his editor saw the photo he exclaimed, ''Why this is better than cheesecake!'' (a new food trend at the time).
In the early 1930's Hollywood producers began to realise that scenes exploiting well-muscled male chests were 'box-office' and started using them in publicity stills. Hollywood cameramen had already invented a new word to suit the occasion. Photos glorifying the male physique were from then on called 'beefcake'.

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