OVUM launches first fully recyclable pregnancy test into 345 Sainsbury’s stores nationwide
Tests hit the shelves from 21 April 2024 as part of Sainsbury's 'Future Brands' programme.
The disruptive fertility wellness brand OVUM has announced it is taking its fully recyclable Early Detection Pregnancy tests into 345 Sainsbury’s stores nationwide with its fully recyclable Early Detection Pregnancy Tests.
The tests will be hitting the shelves from Sunday 21 April 2024 as part of Sainsbury’s Future Brands programme and will be OVUM’s first foray into retail.
Founded by a pro endurance athlete and polar explorer, OVUM is now a certified B Corp and champions products designed by doctors and backed by science to support conception and fertility.
The OVUM tests are the first fully recyclable tests in the UK.
Founder of OVUM, Jenny Wordsworth said:
“For too long, the woman trying to conceive has been ignored, so we’re proud to announce the launch of the UK’s first fully recyclable midstream pregnancy test into Sainsbury’s.
Sainsbury’s belief in our product resonates with the wider trying-to-conceive community and that people are becoming more aware of the environmental impact of their products. This marks another step to ensuring no more used pregnancy tests end up in landfill. This product is destined to become a best-in-class and a clear disruptor brand.”
Increasing accessibility to disruptive fertility products
This listing allows OVUM and Sainsbury’s to offer those trying to conceive easier access to disruptive fertility products.
Available across the U.K including in England, Wales, Scotland, and Northern Ireland, the tests have a sensitivity of 10mIU/ml, are amongst the most sensitive available in the UK market.
Notably, the tests are sold with four per box (RRP £19). Those trying to conceive (ttc) often test early and regularly, so offering the most accurate but sensitive tests at this price point was a major priority for the brand.
Sainsbury’s commitment to FemTech challenger brands
Sainsbury’s has a long-standing commitment to supporting female-founded challenger brands in retail as part of its Future Brands programme which launched in 2018. It has supported brands including period care brand Yoni.
Maddy MacKean, Future Brands Growth & Development Manager at Sainsbury’s, says:
“We couldn’t be more delighted to welcome OVUM into Sainsbury’s Future Brands programme. OVUM has a bold mission to support the trying-to-conceive community alongside creating recyclable products. We are proud to stock innovative and more recyclable products while catering to a community that is often overlooked. We’re thrilled that Sainsbury’s shoppers will have better access to OVUM’s products through this listing.”
Using tests with confidence
The OVUM team also achieved FDA-Approval for the pregnancy tests; Dr. Kat Joseph, Co-Chief Medical Officer at OVUM, comments:
“Our team couldn’t be prouder of what we achieved with this pregnancy test. We hold ourselves to the highest standards at OVUM, so securing FDA approval was vital as their performance criteria for the accuracy of early detection tests are stricter than those in the U.K. We know our customers want to test as early as possible. With our tests, they can do so with confidence.”
This focus on accuracy isn’t surprising for a brand whose founders have struggled with infertility. They know all too well the pain of trying to bring a baby home, including the horrible gut-punch moment of a negative pregnancy test. To help, each box of tests includes immediate access to guided meditations to support in the event of an unexpected result with renowned Fertility Mindset Coach Alice Rose.
Recycling partnership with Enval
The recyclability of the tests was achieved by partnering with Enval, who led the way with their patented recycling processes allowing OVUM to offer fully recyclable tests. This sector has suffered from a dearth of innovation regarding recyclability. Customers simply post their used tests, wrappers, and desiccants into the Freepost envelope included in each box and allow Enval to take care of the rest:
“Enval is excited to work with OVUM on their recyclable pregnancy test. We aim to tackle those hard-to-recycle plastics and find ways to ensure these resources can be used again, keeping them out of landfill or energy recovery facilities. We at Enval are passionate about recycling, and it's great to work with a company like OVUM that shares this goal.”
OVUM acknowledges that their tests, unfortunately, still introduce new plastic. Alongside being a B Corp, the product has been certified as Plastic Negative by rePurpose Global, the world’s leading plastic action platform. For every box of pregnancy tests purchased, OVUM funds the removal of twice as much plastic from the environment as is used to make the tests:
“OVUM’s decision to go Plastic Negative is the need of the hour. We hope this pioneering move pushes more brands to take responsibility for their own plastic footprint and take more positive actions to reduce plastic use and increase circularity. The fully recyclable pregnancy test kit is a path-breaking innovation, and we warmly congratulate OVUM on developing fertility products that are kind to the planet.
“The medical diagnostic industry contributes significantly to plastic waste, and as a responsible company in this sector, OVUM recognises the serious threat that plastic pollution poses to the future of our planet. By having products certified Plastic Negative, OVUM is not only tackling the plastic waste crisis, but also supporting waste workers’ incomes by attaching value to hard-to-recycle plastics and providing safe, stable, and fairly-paid employment opportunities through local waste management enterprises. We are proud to partner with OVUM as it walks the talk on combining the best product quality experience and ensuring full accountability to the planet and its people.”
OVUM has recently launched a seed round to raise £385,000. Find out more about OVUM here.