Reckitt Benckiser is backing a product designed to tackle period pain with a £2.8m push launching at the end of April.

Nurofen Express Period Pain, which rolled out to retailers this month, will be supported by ads on TV and in the women’s press, plus social media activity and in-store competitions.

The 200mg So Capsules, available in packs of 10 or 16 (rsp: £3.12 and £4.09 respectively), claim to tackle pain in 10 minutes and last for up to eight hours.