Sex Cereal: Does New Breakfast Blend Boost Sex Drive?

By Philip Ross on March 21, 2013 12:12 PM EDT

sex cereal
Sex Cereal is making breakfast in bed into a full contact sport, as makers of the granola say it will increase libido in both men and women. (Photo: Facebook/SexCereal)

Sex Cereal, a granola containing libido-enhancing ingredients, is giving a whole new meaning to the term "rise and shine." Makers of the cereal, which comes in "him" and "her" blends, claim it is the "world's first gender-based breakfast cereal, formulated by a team of nutritional and quality-control professionals," according to the website.

Sex Cereal hails from Canada where a Toronto-based entrepreneur named Peter Ehrlich developed the granola. The 52-year-old said the idea came to him a few years back when he was walking through a vegan food fair, Time reports.

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"Sexual health is so important," Ehrlich told the Toronto Sun. "I wanted to create something sexy and fun in the health food industry because nothing is. Everything is very serious."

The granola is high in fiber and iron, and contains lots of Omega-3s and Omega-6s. In the "his" blend are raw ingredients like bee pollen, black sesame, wheat germ, camu camu, pumpkin seeds, chia seeds, goji berries and oats.

In the "her" blend you'll taste ginger, sunflower, almonds, flax seeds and oat bran.

Both the "his" and "her" blends also contain cacao nibs and maca. Cacao nibs are high in antioxidants and help improve circulation. They also contain phenylalanine, which increases the production of dopamine, a "feel-good" chemical in the brain. Maca is a root used by ancient Incan warriors to increase stamina, boost libido and combat fatigue.

The men's Sex Cereal package is splashed with a picture of a buff, smiling man holding a spoon, and the women's bag has a picture of a blond pinup girl in a red dress holding a bowl of the granola. The cereal costs about $13 for a 300-gram bag.

During a recent episode of "Live! with Kelly and Michael," Kelly Ripa and Michael Strahan have a playful segment in which they give Sex Cereal a taste. Ripa comments, "Or as we have come to call it, 'horny-o's.'"

"It doesn't give you any warning, it could be an immediate reaction," Strahan said to the audience. Rippa then warns viewers to "hide the children," as the hosts say they are unsure just exactly what will happen.

"When do they kick in?" Strahan asked. "I don't want to find out when I'm standing up." (But as Sex Cereal's creator clarified: "You're not going to get an erection in 20 minutes.") You can watch the clip here.

So, does Sex Cereal do what it claims it will do?

According to some sources, bee pollen is believed to increase sperm count and increase sex drive for men (although, WebMD points out that scientists have yet to confirm if bee pollen truly has any health benefits). For women, ginger is thought to stimulate sex drive and improve sexual performance.

Looking at some of the testimonials on Sex Cereal's website, some customers do seem satisfied with the results of eating the breakfast cereal. 

"At first I thought anything called Sexcereal was just a gimmick. But then I tasted it. It's amazing. Now I'm just waiting for the results! Lol," one commenter from Toronto said.

Another woman in Ontario simply said: "It works."

Really, Sex Cereal looks a lot like your standard granola -- not counting the ancient Incan maca. The packaging, while eye-catching, also seems a bit gimmicky -- something you might purchase in a gag store. But Ehrlich markets his product as a real and effective way to boost your libido.

Sex Cereal went on shelves last July, but didn't pick up speed until this February when Ehrlich went on a Canadian talk show to promote his granola. It is currently only available in Canada at over 500 locations, according to Ehrlich.

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