Supermarket giant Tesco is taking its "every little helps" slogan even further - by selling sex rings for men.

Around 100 stores are stocking the gadget in the run-up to Christmas - an aide to those struggling to find a present for the partner who has it all.

The battery-powered gizmos are worn by men and have a small vibrating pad to enhance the woman's pleasure.

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But Tesco insists the rings, made by SSL - the company behind Durex condoms - are not being sold as sex toys.

Instead, the company says they are part of stores' health-care range.

A spokesperson for Tesco said: "We are not selling them as sex toys. They are part of our health-care range. They fit on the family planning section alongside the condoms."

Boots are also about to start selling the devices, according to the Daily Mirror.

And some 270 Superdrug stores already stock them.