Flex period products hit Meijer stores

Period care brand Flex is growing the distribution of its menstrual cups and disks. The brand’s products rolled out to 229 Meijer stores and the retailer’s website on Oct. 17, following its recent addition to 1,000 Albertsons stores. 

Flex said its expansion into the grocery channel looks to meet demand from the 39% of shoppers it said purchase their period products at the grocery store. 

Initially a direct-to-consumer brand when it launched in 2016, Flex hit brick-and-mortar retailers in 2019 and has expanded to Target, CVS Pharmacy, Walgreens and Albertsons stores. All told, the company has tripled its retail presence in the past year. 

Flex noted that per recent Nielsen data, it currently leads the menstrual cup subcategory with 44% revenue share. Additionally, it said that it has sold more than 50 million units of its Flex Disc, which is made to be effective for up to 12 hours.