Female-founded fertility wellness brand OVUM announces the launch of its fully recyclable pregnancy tests, the first of its kind in the UK.
OVUM’s flagship product is the scientifically backed egg health supplement for those trying to conceive, now included in patient protocols in IVF Clinics across the country. Today they announce their second product: a game-changing pregnancy test that finally offers the woman trying to conceive what she wants: a highly accurate, fully recyclable, and beautiful pregnancy test. 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 today we’re proud to announce the launch of the UK’s first and only fully recyclable midstream pregnancy test. Today 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.”
These FDA-Approved Pregnancy Tests have a sensitivity of 10mIU/ml, amongst the most sensitive available in the U.K. market, and include 4 tests 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. Dr. Kat Joseph, Chief Medical Officer at OVUM, comments:
“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 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 a free Guided Meditation, “Comfort & Strength for a Negative Pregnancy Test,” with renowned Fertility Mindset Coach Alice Rose
“Trying to conceive, especially when it’s taking longer than you hope, can seriously affect men’s and women’s mental health. Even building up to taking a test can feel terrifying, so using discreet packaging without triggering images of pregnancy and, if needed, providing immediate support like my meditation is such a powerful way to show anyone in this position that they are not alone. They’re also the ones buying tests month after month, so the recyclability is absolutely the cherry on top. I wish OVUM had been available when I was going through infertility myself.”
This cherry on top 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. The patented methods used by Enval finally provide a better solution ensuring no used tests end up in landfills. 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 as they launch their recyclable pregnancy test. Our goal is 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. Reducing waste and our carbon footprint is something we at Enval are passionate about and it’s great to work with a Company like OVUM that shares these goals.”
OVUM acknowledges that their tests, unfortunately, still introduce new plastic. The product has therefore 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 their plastic use and increase circularity. The new 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. Certifying products Plastic Negative by rePurpose Global, forms part of their overall sustainability strategy. 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 COO Kate Freeman comments:
“Ensuring our tests were fully recyclable was a non-negotiable for us. Our customers told us that a recyclable test was a priority, but not at the expense of a test they didn’t like to use, hold or write on. Manufacturing and producing this product was a real test for our team – finding the balance between offering sound, affordable, and accessible products and making the best choices as a company that holds itself to the highest environmental responsibilities was tough. As a B Corp (pending), we strongly feel we’ve got the balance right.”
You can learn more about OVUM’s recyclable and Early Detection pregnancy tests here.