LONDON — Lovehoney has partnered with cereal brand Surreal to launch a breakfast product called Dild-Os, which includes a free vibrator in every box.
According to The Standard, Surreal is a high-protein cereal brand aimed at adults, and the company decided to team up with Lovehoney to "create a buzz at breakfast" and promote sexual wellness.
A limited supply of Dild-Os went on sale Tuesday in the U.K., though Surreal may make more boxes if the gimmick proves to be successful.
"Breakfast just got a whole lot more interesting," read a cheeky press release.
Lovehoney spokeswoman Nadia McCowan told The Standard that Dild-Os was partly inspired by a poll that found 62% of its customers preferred morning sex, prompting the company to seek a clever and creative tie-in with the so-called most important meal of the day.
"[The cereal] is all about celebrating pleasure in every form, and we love that Surreal’s vibrant, playful approach aligns so well with our mission of breaking taboos and promoting sexual well-being,” said McCowan.
A box of Dild-Os will cost U.K. customers £5.99, which "seems like a pretty good deal for a vibrator," as The Standard notes — especially one that comes with a box of cereal.
Lovehoney Group recently won a pair of 2025 XMAs for Best Couples Toy (We-Vibe Chorus) and Best Luxury Pleasure Product (Womanizer Next).
