In a move praised by the British Pregnancy Advisory Service, Superdrug has become the first high street retailer to launch a generic emergency hormonal contraceptive pill (EHC). 

The BPAS described the decision to make EHC more affordable to women as “trailblazing” and urged other retailers to follow suit.

The pharmacy chain’s generic levonorgestrel pill is priced at £13.49 – less than half the cost of branded alternatives. It is available at more than 200 Superdrug stores and on Superdrug Online Doctor, and will be available on Superdrug.com in the autumn.

Ann Furedi, chief executive of the BPAS, said: “We are delighted Superdrug has taken this trailblazing step, and look forward to other major retailers following its lead. We know the high cost of emergency contraception can be a major barrier to women accessing it when their regular method fails. 

“Superdrug has illustrated that where appropriate it’s perfectly possible to sell this safe and effective medication to women at a significantly more affordable price than is currently on offer. There is frankly now no excuse for others not to do the same. We will keep campaigning on this issue until retailers do the right thing and offer women a fairly priced product, as Superdrug is doing today.”

Superdrug healthcare director Michael Henry said: “We’re committed to leading the way in sexual health and offering a generic emergency contraceptive pill at half the price of what’s currently available on the high street. Its availability will give women more choice and access to this medication at a time when they are most in need.”