A famous men's magazine is to launch an energy drink range.
Loaded and Podium Brands have created what they dub the "stamina shot".
The concentrated drink, which comes in a 60ml bottle, will claim to boost sex drive and powers of attraction.
According to publisher IPC, the product taps into the demand for "energy shots" and drinks that offer more than health benefits.
The packaging has one of the magazine's most well-known cover stars, India Reynolds.
Commenting on the new product, Glyn Partridge of Podium Brands said: "The energy drinks market is a cluttered one and consumers are confused by the energy shot extensions of the big players.
"It works as a practical pep-up during the day but has a few extras under the hood at night time to help drinkers to lift their game."
Promotion will take place at branded events across the country.
Its creators are hoping the product will take off with the magazine's 18-30 male demographic, whose main interests are described as "sport, cars, grooming, beautiful women and gaming".
