Reckitt Benckiser-owned Durex has launched a new low-cost condom brand for the South African market, according to a report published by Bloomberg.

The UK FMCG company’s new Feels label is a bold move, given that contraceptives are offered for free by public health services across the country. Rakesh Kapoor, CEO, revealed that the price point for the new brand has been kept deliberately low to appeal to those who would otherwise use complimentary condoms but the brand has the advantage of being more widely available than its free counterpart as it is sold via convenience stores.

“This special pack is priced for this market, with the same quality you would expect from any of our other brands,” said Kapoor in an interview in Johannesburg, per Bloomberg.