A new granola claims to help boost libido in both men and women.
Sex Cereal, which bears the slogan 'fuel your fire', comes in 'him' and 'her' versions.
The ingredients contained in each variety are said to naturally help balance hormone levels and enhance sexual desire.
Reignite the passion: Sex Cereal, which is currently only available in Canada, comes in two different varieties for men and women with the aim of enhancing libido
Toronto-based entrepreneur Peter Ehrilch, who is behind the product, warned that the results are not instant.
'If you have a bowl of my cereal, you’re not going to get an erection in 20 minutes,' he explained to The Star.
To create the passion-inducing formulas Mr Ehrilch recruited a team of nutritional experts.
A combination of bee pollen, black sesame, blueberries and pumpkin seeds promise to help men's performance in the bedroom.
'If you have a bowl of my cereal, you're not going to get an erection in 20 minutes'
And for the ladies a mix of ginger, sunflower seeds, almonds and flax seeds were found to have the same effect.
Mr Ehrilch told the Toronto Sun that he set out to create something 'sexy and fun' in the health food industry.
'Sexual health is so important. Everything is very serious,' he said.
Indeed, to make his product stand out, he decided to place a blonde pin-up on the women's packet and a hunky male model on the men's version.
A scantily-clad female snake-charmer coaxing a snake out of a basket also appears on both options.
Gender-specific: The female version contains a mix of ginger, sunflower seeds, almonds and flax seeds (left) while the male option contains bee pollen, black sesame, blueberries and pumpkin seeds (right)
Sex Cereal launched last July, but it attracted publicity after Mr Ehrilch appeared on the Canadian version of Dragon's Den this February.
Jim Treliving, who runs the Canadian restaurant chain Boston Pizza, offered him $100,000 for a 50per cent stake in his cereal company.
Sex Cereal, which is priced around $13, is currently only available in Canada, but Mr Ehrlich hopes to expand his distribution.
Testimonials on the Sex Cereal website reveal that there have been a few satisfied customers.
'I'm not sure, but I think I have better sex now after breakfast,' one writes.
And another adds: 'I just want to say thank you. My boyfriend and I take out the Sex Cereal and have the most romantic breakfasts together.'
Read more: http://www.dailymail.co.uk/femail/article-2295234/Sex-Cereal-claims-boost-libido-men-women.html#ixzz2Nug4ScIW
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