Lovehoney has teamed up with high-protein cereal brand Surreal to launch what it describes as the “first ever adult cereal with a free sex toy”.
Harking back to the days when breakfast cereals often came with a free toy in the box, Surreal x Lovehoney’s Dild-O’s come with a sample of the brand’s Silver Magic Bullet battery-operated vibe.
The limited-release special edition cereal is a response to research from Lovehoney, which polled 2,000 UK adults in January 2025. The survey claimed 62 percent of Brits enjoy morning sex (and for 28 percent of those surveyed, it’s their favourite time of day to have sex). The survey also revealed that almost half of those who enjoy morning sex said it puts them in a better mood for the rest of the day. And of those who claimed not to enjoy morning fun, the key reason given was being too tired… so a honey-flavoured, high-protein cereal might not be a bad idea.
Ndia McCowan Hill from Lovehoney said: “We’re excited to collaborate with Surreal on this quirky, inclusive and cheeky new product. It’s 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 wellbeing. Breakfast just got a whole lot more interesting!”
Dild-O’s are available from Lovehoney’s consumer website and Surreal’s website for £5.99 for a limited time from 8 April.
