Accantia Health and Beauty is introducing a new lubrication system to the tampon sector with the launch of Lil-lets Extra Comfort, backed by a £2m media campaign.
On shelves next week, the new product comes in dual compartment sachets priced at £2.15 for eight.
One section contains a regular absorbency tampon, while the other has a hypoallergenic gel. The lubrication system works when the tampon is pushed through the gel compartment.
Senior brand manager Rachel Price described it as a "genuine global innovation" and said it satisfied a largely undisclosed but real consumer need.