Tesco has launched what industry observers believe is the retailer’s latest venture brand – a range of feminine hygiene products called Halo.

The 14-strong Halo line-up, comprising towels, panty liners and tampons at introductory prices ranging from 75p to £1.50, hit Tesco stores this week. It is described as being as effective as other leading brands in the category but priced just below the competition.

Fifteen pence from every product sold will be donated to the Halo Initiative, which has been set up to distribute the money to charities focused on women and women’s health. Areas of particular focus will include ovarian and gynaecological cancers, mental health, domestic violence and teenage pregnancies.

“Switch from your usual femcare range to Halo,” said a launch statement for the brand, “and get that inner satisfaction feeling, knowing that the money you have to spend every month on your feminine essentials  is being put to good use and supporting womankind.”

The launch is being promoted through a light-hearted competition called the Show Us Your Knickers, which invites women and men to customise a pair of knickers and send in photographs of their finished designs. The winning entry will receive £500 of Tesco vouchers.

The launch of Halo follows the rollout of venture brands Chokablok into premium ice cream as well as Lathams and Nutricat into petcare – none of which are overtly Tesco-branded. Tesco is set to expand Chokablok in the chocolate bar market next month.