Hanes, a leading brand of intimate apparel, underwear, sleepwear, socks and casual apparel, is introducing a line of accessibly-priced period underwear. The brand’s new line of Comfort, Period. underwear will help consumers stay comfortable and confident during periods, even when sleeping, offering premium period protection without the premium price tag.

“Given recent headlines about women’s tampon shortages, Hanes is pleased to offer a low-cost, reusable alternative to disposable period products,” said Jaye Powell, vice president, general manager for US women’s innerwear at Hanesbrands. “Hanes comfort, period underwear are washable and reusable so you can wear them again and again, making them easy on your wallet and a way to help reduce waste.”

Thanks to the discreet, built-in stain protection liner, Comfort, Period. underwear protects against leaks through its multi-layer technology to wick moisture keeping consumers dry and comfortable, while also absorbing liquid and preventing leaks. Hanes Comfort, Period. underwear delivers leak protection for periods, postpartum, and incontinence, so consumers can always feel at ease and enjoy the freedom and confidence to go anywhere and do anything without worrying about leaks, odour or bulk, the company said in a press release.

Hanes Comfort, Period. underwear for both women and girls are available now at major retailers and directly to consumers through Hanes official platform and retailer websites, with 2-packs ranging in price from $10.99 to $12.99 and 3-packs from $15.99 to $19.99. The underwear line includes light (equivalent to 2 regular tampons) and moderate (equivalent to 3 regular tampons) absorbency levels, and various style offerings including bikini, brief and boy shorts.

In recent consumer testing conducted by Hanes, Comfort, Period. underwear scored statistically higher on leak protection than the leading competitor in consumer wear tests. In addition, 75 per cent of participants in the wear test agreed that wearing the Comfort, Period. underwear would help them feel more confident.

“We’re delighted to see the positive reception from consumers who have put Comfort, Period. underwear to the test,” said Powell. “We’re also thrilled to extend the Hanes Comfort, Period. to younger consumers after receiving high interest from moms who noted that, at such an affordable price, this product can help give their daughters peace of mind and extra security around what has traditionally been a sensitive topic.”