Instead, the cup-shaped sanpro product, has delayed its UK launch indefinitely owing to underfunding and problems with product disposal.
The internally-worn product, which allows women to have sex during their period with greater ease , is widely available in the US through major retailers such as Wal-Mart. It was due to launch in the UK this spring but was delayed until September. It is not known when the product will be available to British women.
The manufacturer Ultrafem is having trouble raising the cash to support a UK launch, according to sources. It appointed Gotham, the agency founded and run by women, to a 10m UK advertising campaign last August.
Ultrafem reduced its US marketing spend and laid off 44 jobs in its Montana plant and New York corporate office towards the end of last year.
In January Ultrafem ousted its chairman, chief executive and president John Anderson, and Audrey Contente, its executive vice-president, as part of a restructure.
The delay in launching Instead has also been blamed on problems with disposal. It cannot be flushed down the toilet, forcing women to carry it to the nearest bin, which may cause embarrassment. Sources say the company is considering an outer cover, which would make it more discreet to carry.
Ultrafem claims Instead is the first new concept in feminine sanitary protection to reach the market in over 60 years.