A YORK based company is consolidating ten years of development as it launches its first product to the consumer market.
Femeda, based in Long Marston, has created a new disposable pelvic floor exerciser, designed to tackle incontinence in women.
Following clinical trails in 2009, Femeda is now launching its product Pelviva, with plans to develop global sales by marketing the electro- stimulator's unique ability to tackle both forms of incontinence universally.
The company is chaired by Jim Bradley, former managing director of SCA, who was responsible for the roll-out of Tena Lady.
In a bid to devise a product that will treat the condition, which affects one in three women, rather than just manage it, Mr Bradley worked with the University of Manchester on its patented electrostimulation wave form, and set about creating a device to utilise it.
Alex Hewitt, commercial director at Femeda, said: "A third of all women suffer from bladder leakage and Pelviva is the first product of its kind that is really easy to use and is clinically proven to remedy this condition.
"Since clinical trails we have been all about getting ready to go to market with Pelviva. We have been building the brand and scaling it up for manufacturing.
"We are building on something that can ultimately sit alongside Tena products in supermarkets. Us launching it on our website if the first stage of that."
As Pelviva is launched, Femeda has engaged Wetherby based Swift Research to carry out a national market research programme with the results being used to help grow the product into a global brand.
Mrs Hewitt added: "Swift Research will analyse feedback from women across the UK with the findings used to size the potential of the market and develop our future marketing and innovation strategy."
Kate Binner, account group manager for Swift, said: "Pelviva is a pioneering product which will have a life changing impact on women around the world.
"It is an exciting project for both companies and made all the more satisfying that it is being brought to market by two Yorkshire companies working closely together."