By Parija Kavilanz | CNN
One maker said it is responding to high demand for the morning-after pill, after the US Supreme Court last year ended a constitutional right to abortion, by speeding up availability of the emergency contraceptive in retail stores and introducing a new two-count pack.
Julie launched as a one-step tablet of emergency contraceptive containing Levonorgestrel, the key ingredient in the popular Plan B emergency contraceptive that was approved by FDA in late 1990s without a prescription, at 4,500 Walmart stores nationwide last September.
The startup experienced a surge in demand for its $42 tablet at launch amid an overall spike in purchases of emergency contraceptive following the US Supreme Court’s ruling overturning Roe v. Wade in on June 24, 2022.
The FDA-approved morning-after pill can reduce the chance of pregnancy after unprotected sex or failure of another contraceptive method like a condom, and is ideally taken within 72 hours. The pill, which is legal in all 50 US states, works by delaying ovulation or preventing implantation and cannot terminate a pregnancy.
While the plan from the beginning was always to make the product widely accessible as quickly possible, the Supreme Court’s ruling only compelled the startup to accelerate the timetable for Julie’s nationwide rollout.
“The Dobbs decision and overturning Roe v. Wade last year rocked everyone’s world, our customers and our retail partners,” said Amanda E/J Morrison, cofounder of Julie. “It lit a fire under us to provide our product to more women and, more importantly, to educate women about emergency contraceptives.”
In April, just seven months after hitting the market, Julie is now expanding into 5,600 CVS stores and 1,500 Target stores. The brand is also introducing a new 2-count pack of its emergency contraception (which has a three-year expiration period). The two-count pack rolled out at CVS locations over the weekend.
“With the two-pack, we want to make it…
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