Always Discreet from P&G is a range of pads for sensitive bladders that are up to 40% thinner than the leading brand and, says the company, can absorb twice as much women may need.

The development comes after nine years of research and is available now as part of P&G’s biggest femcare launch.

The company says that one in three UK adult women suffer from urinary incontinence and the range is designed to fit in the wider Always range to help overcome the embarrassment of buying urinary incontinence products in store.

A nationwide TV and print campaign is under way now.