Mid-Day

The cereal is the brainchild of a Toronto businessman, Peter Ehrlich, who came up with the concept while walking through a vegan food fair.

Ehrlich said that sexual health is important and he wanted to create something sexy and fun in the health food industry.

Representational picture

He used nutritionists to formulate two separate recipes - supposed to improve the sexual health of men and women in different ways, the Toronto Sun reported.

Ehrlich said after launching the cereal last June, it wasn’t until the beginning of this year that the distributors and stores finally started to carry it.

But interest is picking up – especially since the Dragon’s Den appearance and is now available in 700 stores across Canada.