OVUM Launches UK’s first fully recyclable pregnancy test at Sainsbury’s
OVUM, a fertility wellness brand, today announced its debut in 345 Sainsbury’s stores across the UK, introducing the nation’s first fully recyclable Early Detection Pregnancy Tests.
From 21st April 2024, as part of the Sainsbury’s Future Brands programme, OVUM marks its initial step into retail.
Founded by endurance athlete and polar explorer Jenny Wordsworth, OVUM emerges as a disruptor in the fertility realm, offering scientifically backed, doctor-designed products to support fertility and conception. As a testament to its innovative and environmental ethos, OVUM has achieved B Corp certification, underscoring its commitment to sustainability.
Wordsworth stated, “Launching the UK’s first fully recyclable midstream pregnancy test at Sainsbury’s represents a significant milestone. This move highlights a growing awareness towards sustainable product choices within the trying-to-conceive community.”
The new listing grants easier access to cutting-edge fertility solutions, featuring tests sensitive to 10mIU/ml, ensuring accuracy and sensitivity at a critical price point of £19 for a pack of four tests.
Sainsbury’s Maddy MacKean expressed enthusiasm for the collaboration, “OVUM’s mission aligns with our goal to offer innovative, recyclable products to underserved communities. We’re excited to introduce OVUM’s offerings to our customers.”
Achieving FDA approval, OVUM emphasises the precision of its pregnancy tests, surpassing stringent accuracy standards. Each test box also includes access to guided meditations by Fertility Mindset Coach Alice Rose, addressing the emotional journey of conception.
OVUM’s partnership with Enval leverages advanced recycling technology to ensure the tests’ full recyclability, addressing the medical diagnostic industry’s plastic waste issue. Moreover, OVUM’s commitment to environmental stewardship is further solidified by its Plastic Negative certification by rePurpose Global, removing twice the amount of plastic used in their products from the environment.
OVUM and Enval’s collaboration showcases a shared vision for a sustainable future, setting a new standard for eco-friendly fertility products. Learn more about OVUM’s Early Detection Pregnancy Tests and their environmental impact here.
