When it comes to pregnancy, the focus is often on the joy and excitement of welcoming a new life. However, for many women, the journey is not without its challenges, and one such challenge is pregnancy sickness, which can range from mild nausea to the severe condition known as Hyperemesis Gravidarum (HG). This is where the story of Replenish, a UK-based start-up, becomes particularly intriguing.
A Personal Battle and a Business Idea
The co-founders of Replenish, Laura Milward and Laura Moore, have a unique perspective on this issue. Milward's own experience with HG during her pregnancy sparked a passion to address the lack of understanding and support for this condition. She recalls feeling dismissed by healthcare professionals, with their advice often falling short of the mark.
"It was frustrating to be told it was just morning sickness when it was so much more severe," Milward shares. "I felt guilty and worried about my baby's health, yet I couldn't keep anything down."
This personal battle led to an innovative idea. Milward, along with Moore's expertise in FMCG marketing, set out to create a solution that would make nutrition more tolerable for pregnant women, especially those suffering from extreme taste aversions and a sensitive gag reflex.
The Science and Sensitivity Behind Replenish
The key to Replenish's success lies in its formulation and flavor. The product is a mild lemon-flavored electrolyte and vitamin supplement, carefully crafted to be gentle on the stomach. It contains glucose and electrolytes to replenish low levels caused by nausea or vomiting, along with essential vitamins and the bio-available form of folic acid.
"We wanted to create something that was easy to consume and didn't aggravate the senses," Moore explains. "Energy gels, for example, can be too sweet and thick. Replenish has a liquid texture and a subtle lemon flavor that most women can tolerate, even when feeling nauseous."
Impact and Collaboration
Since its launch in April 2026, Replenish has gained traction and support from an unexpected quarter - healthcare professionals. GPs and midwives have embraced the idea, recognizing the need for such a product. In fact, midwives have even suggested line extensions, highlighting the potential for Replenish to support women during labor.
Working in partnership with the charity PSS (Pregnancy Sickness Support) has further solidified Replenish's impact. The duo behind the start-up has direct access to a community of patients and healthcare experts, and in return, a percentage of their profits go towards supporting the charity's research and awareness efforts for HG and related conditions.
A Step Towards Better Care
Milward's experience with HG and the subsequent creation of Replenish have contributed to a growing awareness and understanding of pregnancy sickness. While improvements have been made in the UK's healthcare system, with a care pathway for pregnancy sickness implemented in the last 18 months, there is still work to be done.
"We're not just creating a product; we're advocating for better care and support for pregnant women," Milward emphasizes. "Our partnership with PSS allows us to contribute to research and educate healthcare professionals, ensuring that women receive the help they need."
Conclusion
The story of Replenish is a powerful reminder of the impact that personal experiences can have on innovation and advocacy. By turning a challenging personal journey into a business venture, Milward and Moore have not only created a much-needed product but also sparked a conversation around the importance of specialized care for pregnancy-related conditions. Their work with PSS further solidifies their commitment to making a positive impact on the lives of pregnant women, ensuring that they receive the support and understanding they deserve.
