Sexcereal creator on CBC’ Dragon’s Den shows off his gender specific cereal

Lia Grainger
Shine On

There are two things that make for an outstanding morning: sex and cereal.

Torontonian and self-proclaimed “cereal entrepreneur” Peter Ehrlich claims to have created a product that combines these two delightful treats. It’s called SEXCEREAL, and the made-in-Canada “gender specific” cereal was recently featured on CBC's Dragon’s Den.

“To me, SEXCEREAL fills a void in the health food marketplace with a product that people can enjoy, while doing great things for them,” says Ehrlich of his product.

There are two types of SEXCEREAL, one designed for the biological and hormonal needs of men and one designed for women. The idea is that eating the cereal will optimize your sexual health so that when the time comes to do it, you’re ready.

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“There wasn’t anything colourful or sexy; there certainly wasn’t any product that had anything to do with sex or sexual health. I realized if I could connect the ingredients of the cereal to nutritional requirements associated with sexual health, I had something special and unique that could contribute to people’s overall happiness,” says Ehrluch.

But what did the Dragons think of his cereal?

Notoriously nasty Kevin O’Leary described the marketing scheme as “genius”, but ultimately passed. In the end, it was Boston Pizza owner Jim Treliving who decided it was a product worthy of investment. He ponied up $100,000 for 50 per cent of the company.

As for the ingredients that supposedly contribute to optimal performance in the bedroom, the cereal for men contains bee pollen, black sesame, wheat germ, camu camu, pumpkin seeds, and other ingredients shown to balance men’s health and boost testosterone.

For the ladies, ingredients include ginger, cacao nibs, sunflower seeds, chia seeds, almonds, flax seeds and other foods that support female hormonal balance.

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Besides being sexy, the cereal is also GMO-free and contains no hydrogenated fats, refined sugars, artificial preservatives, synthetic vitamins, sulfites or fillers.

Ehrlich is billing his product as “cereal with a purpose”, that purpose being sex. So does the product live up to its lofty aspirations?

Judging by the testimonials on the website, there are at least a few satisfied customers.

"I'm not sure, but I think I have better sex now after breakfast,” writes K. Rosenthal from Saskatoon.

S. MacDonald of Smith Falls, Ontario writes, "I just want to say thank you. My boyfriend and I take out the Sexcereal and have the most romantic breakfasts together."

And Brenda Robbins of Ottawa gets straight to the point, “It works.”