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Sainsbury’s has announced it is to stock sex toys for the first time, the supermarket chain said the new products are being launched as a response to British people who it says are “not satisfied with their sex lives”.
The supermarket carried out research as part of its ‘Living Well Index’ which found that one in three British people consider themselves dissatisfied with their sex lives. The company said this inspired the new range which aims to “help customers reinvigorate their sex lives”. The supermarket said it will keep the toys on a top shelf out of the reach and sight of children.
The range will consist of three vibrators priced between £8 and £15, the Rose Gold Bullet (£8.00), Rose Blush Bullet (£12.00) and the Aura Silver Vibrator and Massager (£15.00). Sainsbury’s says the products will be rolled out to its 486 UK stores. Products will start to appear on shelves from today, with all 486 stores selling them by 4th November.
Paul Mills-Hicks, food commercial director at Sainsbury’s, told Retail Sector: “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.
“Our Living Well Index clearly shows this is an important area for customers’ overall wellbeing. 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.”
Sainsbury’s says it will monitor sales and customer feedback closely in the next six months, with the ambition to add more products to the range in early 2019.
