The initiative, which launched last week (January 9), allows this category of smokers to purchase Nicorette products at a discount at any of Superdrug’s 800 stores, the multiple announced.

Expectant mothers and new mums will receive the discount when they present their maternity exemption certificate, which is valid for 12 months after the baby’s due date.

Pharmacy teams in Superdrug’s 205 pharmacies across the UK will also assist smokers with advice and support on how to quit smoking and will inform the parents to be of “the dangers of second-hand smoke contributing to stillbirths and complications during childbirth”, the multiple said.

Superdrug claimed to be the first high street retailer to support NHS England’s drive to help pregnant women stop smoking and reduce the number of stillbirths in the country.

The multiple told C+D today (January 13) that while the initiative is currently scheduled to “run throughout 2020”, the company will “assess how the scheme develops” and “may consider extending the support to partners”.

Supporting the NHS

As part of national plans to reduce stillbirths, NHS England pledged in July last year to offer an electronic carbon monoxide test to pregnant women who smoke, as well as specialist support throughout pregnancy.

“We’ve launched this initiative in support of the NHS drive to encourage expectant parents to quit smoking and reduce the harmful effects on themselves and their unborn babies,” said Superdrug’s pharmacy superintendent Lucy Morton-Channon.

The risk of stillbirth is 52% higher in pregnant women who smoke 10 or more cigarettes a day, according to Tommy’s, a charity that funds research into miscarriages, stillbirths and premature births.

The 20% discount applies to all Nicorette products, including patches, gums, sprays and lozenges.

The NHS suggests using NRPs during pregnancy when the expectant mother is unable to stop without it, but does not recommend taking tablets such as Champix or Zyban when pregnant.