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.
Supporting OVUM to bring fully recyclable pregnancy tests to market are environmental partners, Enval and rePurpose Global. The patented methods used by Enval provide a solution which ensures no used tests end up in landfill. Customers simply post their used tests, wrappers, and desiccants into the Freepost envelope included in each box.
Commenting on the partnership, a spokesperson for Enval shares: “Enval is excited to work with OVUM as they launch 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. 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 its tests still introduce new plastic, and as a result has committed to activities and investment which help to remove twice as much plastic from the environment than it creates. Subsequently, OVUM has been certified as ‘Plastic Negative’ by rePurpose Global, the world’s leading plastic action platform.
rePurpose Global highlights that the medical diagnostics industry contributes significantly to plastic waste and adds: “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.”
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 had a positive impact on the planet too.
The impact of regular early testing by the trying to conceive community was a key factor in developing the pregnancy tests and providing a pregnancy test 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 for those who receive a negative test.
Approved by the FDA and the MHRA, they 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 do so with confidence.”
