Procter & Gamble is investing £4m in the launch of a new product under its Always brand aimed at women with sensitive bladders.

Always Envive, rolling out across the trade now, will benefit from national TV ads kicking off next month, which aim to educate women about the subject.

The pads provide protection against leaks through a combination of design features, including rapid fluid absorbency, ability to lock away fluid and active odour control. P&G hopes to grab a slice of the fast-growing sector for support products for those with sensitive bladders, which was up 11% to £49m in the past year, according to IRI (October 2007).

Trade communications manager Paul Lettice said he expected the range to attain sales of £3.5m in its first year. "Education and awareness is vital to achieve this growth," he added.

The marketing campaign will also include print, sampling, online and washroom advertising.