Fast-growing period care challenger Here We Flo has completed the rollout of its in-store collaboration with Chelsea Foundation across 375 Tesco stores.
The initiative in partnership with Chelsea FC’s charitable arm, to run until 6 July, is designed to support girls’ participation in football. It will see 10% of value sales from Here We Flo’s core range sold in Tesco stores and online donated directly to Chelsea Foundation.
Promotional displays have appeared in 375 stores, where eligible products include Flo Day Pads, Flo Night Pads and Flo Daily Liners.
The eco-minded brand, an official partner of Chelsea FC Women, was “bringing periods and football together in a way never seen before to tackle a massive issue”, it said. Almost two thirds (62%) of girls wanted to be more active in school, it added.
“Unfortunately, they are stopped by barriers like lacking confidence, being watched by others and having their period. In fact, periods remain the biggest barrier to girls’ participation in sports for ages 11-13 (47%) and ages 14-15 (52%).”
Here We Flo existed “to create a world where people are crazy confident in their messiest moments. That mission starts early,” said co-founder Susan Allen Augustin. “Educating and supporting young girls with periods is not a nice-to-have for us, it is central to everything we do.
“We are proud to be partnering with Chelsea FC Women, Tesco and Chelsea Foundation to challenge that statistic. This initiative brings together sport, retail and period care in a way that genuinely moves the needle for young girls across the country,” Augustin added.
Chelsea Foundation chief executive Laura Cordingley said: “This landmark partnership prioritises impact within our community alongside addressing a crucial barrier facing girls in sport. Research shows that when periods start, girls disengage from physical activity – and many of our programmes are aimed at changing that.
‘Donations made from this collaboration will directly empower girls within our local communities to participate in football and realise their potential both on and off the pitch.”
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