The price cut will apply to Tesco’s own-label products as well as sanitary products by other brands, The Guardian reports.

The tampon tax has been a target for feminist campaigners for years, with legislation to eliminate the VAT expected to come into effect in April 2018.

Until then, the government promised to spend the revenue from the tax on women’s charities. This was a controversial policy when first announced by former chancellor George Osborne, but became even more so when it emerged that the government intended to donate £250,000 to an anti-abortion group. It’s currently unclear whether this payment ever went ahead (stylist.co.uk has reached out to the charity in question for comment).

This UK supermarket just became the first to pay tampon tax for its customers