Following sanitary brand Always’ decision to remove its venus symbol – traditionally used to represent women – from its packaging last year in order to be more inclusive of trans and non-binary customers, Superdrug has launched a new line of tampons and pads for “people who menstruate”.

The packaging of the chain’s Luna range of period products, which are plant-based, reads: “A person who menstruates will on average have over 400 periods and use around 11,000 period products in a lifetime. However, we understand periods are never average, and so we have created Luna, a range of period products that suit you as an individual.”

In a statement, a spokesperson for Superdrug said: “When writing the copy for the products, we were aware that there could be customers of this range who are currently transitioning from one sex to another, or who identify as non-binary but will still be menstruating, alongside the women that use the products. We therefore felt ‘person’ was a more inclusive noun to use than ‘woman’.”

The spokesperson added: “We are continuing to review all new products and the language we use throughout the business to ensure we are being as inclusive as possible.”

The news drew praise on social media. Activist and author Natasha Devon said: “Nice one @superdrug – inclusive language is not only more factually accurate, it also ensures women who don’t menstruate, non-binary, and trans individuals feel welcome in society. Since belonging is a key human psychological need, small steps like this also serve mental health.”

Twitter user Grace Latter, whose post about the products went viral, said: “Oh my goodness. I am so, so impressed by @superdrug today; not only are their own brand Luna pads entirely plant-based, on the back it says ‘a person who menstruates’. A PERSON. YESSSS.”

Latter also addressed transphobic criticism of the products, which quickly spread across social media. She wrote: “Hey @superdrug. Please don’t let the small-minded, ignorant people stop you from being amazingly inclusive and kind. I am so grateful for it, and love you a lot.”

Superdrug is one of a handful of companies making their period products more inclusive. In July, organic brand Callaly launched a campaign highlighting the people who have been left out of the media’s one-dimensional portrayal of periods. Speaking to Forbes at the time, Callaly CEO Kate Huang said: “It’s time we recognised that not only cisgender women have periods. We want every person with a period to feel seen, heard, and represented, and will continue to innovate with products that serve all people with periods.”

Learn more about the term ‘people who menstruate’, and what it’s like being a trans man who has periods here.