Voice of London

The retail chain is putting female pleasure on its radar with a range of sex toys.

The new collection, comprised of three products, will be coming to 486 stores across the UK by November 4.

The controversial launch follows the results of the company’s ‘Living Well Index’ which reported that one in three Brits is not satisfied with their sex lives. The study, carried out by Oxford Economics and the National Centre for Social Research, also highlighted decreasing numbers of people in relationships. 

Paul Mills-Hicks, Food Commercial Director at Sainsbury’s, commented: “We are always on the lookout for new opportunities to help our customers live well for less and they’ve told us that sexual wellbeing is an area they would like to see more choice in.”

“By introducing a new range at affordable prices, we hope to give customers the option to buy quickly and conveniently in an environment they feel comfortable with,” he added.

Read more: Vaginismus – behind the curtains

The new collection also takes several steps forward in re-shaping prejudice against female sexual wellbeing. Psychosexual therapist Kate Moyle told Voice of London: “Sexual health is a part of all-round health as demonstrated by the Living Well Index, and so Sainsbury’s are just the newest company to be tackling the taboo around the culture of sexual shame and embarrassment which exacerbates the problem.”

“It’s important that we start to recognise the impact of sexuality on health and mental health and wellbeing, and items such as sex toys being visible and affordable is a part of this,” she added.

Customers can now pick up the ‘Rose Gold Bullet’ for £8, the ‘Rose Blush Bullet’ for £12 or the ‘Aura Silver Vibrator and Massager’ for £15.

The company will be monitoring customer satisfaction and sales, so if the launch is successful, more products are expected to be added to the collection from 2019.

Words: Boglarka Chamer | Subbing: Shruti Tangirala