UK fertility brand, OVUM, launches worlds-first 100% recyclable pregnancy test
Fertility wellness brand OVUM has launched the world’s first fully recyclable pregnancy test, following the success of its fertility supplement that is trusted by some of the UK and Europe’s leading fertility clinics and NHS trusts.
The launch of the tests follows OVUM co-founder Jenny Wordsworth’s own journey to conceive and her passion for sustainability. As such, she wanted to create a product that would address the needs of the trying to conceive community while ensuring the tests positively impacted the planet.
The impact of regular early testing by the trying to conceive community was a key factor in developing the pregnancy tests and providing a product that was not only environmentally friendly, but cost-friendly too.
The early detection pregnancy tests are sold in packs of four at RRP £19 (£4.75 per test), whereas the leading non-environmentally friendly pregnancy test brand equates to RRP £6.33 per test. A QR code linking through to a guided meditation is also provided on every test to help those who receive a negative test.
The entire test, its wrapper and the desiccant are fully recyclable. Users are simply required to put the tests in the prepaid envelope provided in each box of tests and post them to the fertility organisation's recycling partner, Enval.
OVUM acknowledges that its tests still introduce new plastic. As a result, the fertility brand is committed to removing twice as much plastic from the environment than it creates and has been certified as ‘plastic negative’ by rePurpose Global, the world’s leading plastic action platform.
Approved by the FDA and the MHRA, the tests have a sensitivity of 10mIU/ml, amongst the most sensitive pregnancy tests available in the UK market. Those trying to conceive often test early and regularly, so offering the most accurate but sensitive tests at this price point was a major priority for the brand.
Co-Founder of OVUM, and Pro Endurance Athlete, Jenny Wordsworth comments: “For too long, the woman who is trying to conceive has been ignored, so we’re proud to announce the launch of the UK’s first and only fully recyclable midstream pregnancy test. This launch marks the end of pregnancy tests ending in landfill, and this product is destined to become a best-in-class and a clear disruptor brand to Clearblue.”
Dr. Kat Joseph, Chief Medical Officer at OVUM, added: “This launch is the culmination of 10 months of work, and our team couldn’t be prouder of what we have achieved. 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 UK. We know our customers want to test as early as possible, and with our tests, they can confidently do so.”
