A long time ago, people were too scared to walk into Ann Summers's store and to look cheeky at sex toys on the private label on the Internet.
More and more people are enjoying and talking about using vibrators, fake penises, cock rings and fleshlights.
There are even amusement equipment.
Now, Sainsbury has moved on-supermarkets are rolling out a range of toys for customers who want to spice up their love lives.
The decision to sell toys was made after their research showed that one out of every three Britons was unhappy with their sex life.
Sainsbury revealed that sex and sleep are the primary measure of a person's overall health.
In order to "enhance the happiness of the country", Sainsbury provides customers with the choice of three vibrators: rose gold bullets (£8. 00)
Rose blush bullet (£12. 00)
Reiki silver vibrator and massager (£15. 00).
They will be rolled out to nearly 500 stores in the UK starting today, so you can expect to see them in your local store soon.
They should be able to buy in all 486 stores by November 4.
Sainsbury will closely monitor sales and customer feedback over the next six months to see if sales should be expanded in the future.
We have been looking for new opportunities to help our customers live a better life at a lower price and they have told us that sexual benefits are areas where they want to see more choices, says Paul Mills.
Hicks, Sainsbury's director of food business.
"Our life health index makes it clear that this is an important area for the overall health of our customers --being.
By launching new collections at affordable prices, we want to give customers the option to buy quickly and easily in an environment where they feel comfortable.
"The new index also shows a significant decline in people's perception of happiness --
Exists, especially in the category of relations and social relations.
The most significant decline in relationships was how respondents viewed their support networks, and fewer believed they were still in close contact with the people they relied on.
At the very least, you can use these toys to numb the pain, even for a few minutes or seconds.